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Greatwell Homes

Services: Brand strategy and development/Design and digital/Employee engagement/Strategic communications
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New employer brand and corporate plan

Greatwell Homes owns and manages 5,000 properties in and around Northamptonshire. We’ve worked with the housing association since its predecessor business (Wellingborough Homes) was founded in 2008, and helped to rename and rebrand it in 2018. The new name and the visual featuring a roof and a smile reflect the organisation’s absolute attention to homes, people and good customer service.

The employer brand project grew out of this corporate work. It was based around the idea of what it means to be ‘a Greatweller’ – how they look, sound, behave and go about their roles. Working closely with staff and customers, we defined the attitudes, style and skills required of everyone in the business. This then became the foundation for a comprehensive employer brand, spelling out what the association expects from its people, and what they get in return. The organisation used this to alter its approach to recruitment to make sure they attract the right personalities and capabilities.

We’ve worked with Creative Bridge for many years and have a three-year retained partnership with them. What stands out is their adaptability in supporting us and their understanding of the challenges we face. Their team, has an incredibly wide skill set, and they know how to adapt their language and delivery to match different audiences, which helps us to keep our wider consultancy costs down.
Ben Wilesmith, head of employee engagement and communications

Our latest project is to help Greatwell Homes prepare and publish its five-year corporate plan for 2022-27. We took part in and facilitated several workshops, events and conversations to create a new narrative and overarching concept: Live Greatwell. We also helped the staff and board to develop four key, underpinning strategies: Live Proud, Live Green, Live Happy and Live Safe. The new plan is available in both digital and hard copy formats, including a folding summary version and supporting film.