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Midland Heart

Services: Creative campaigns/Design and digital/Employee engagement
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Communicating well to work smarter

Midland Heart is a major regional housing organisation providing homes and services for more than 70,000 customers across 54 local authority areas. In response to the changes arising from the coronavirus pandemic, it launched a Smart Working project to prepare for a more digital and hybrid future.

The project became a key part of the corporate plan, aiming to create workspaces and systems that empowered everyone to perform their roles in the best possible way for themselves, colleagues and customers. From the outset, it was clear that quality, consistency and ease of communication was the key to successful change.

Midland Heart asked us to create a flexible, graphic campaign to promote Smart Working, covering everything from IT improvements to mental wellbeing, home-working guidance and environmental impact. We created designs and a visual language inspired by the polygon motifs already featured in the organisation’s brand, and the corporate plan colour scheme in a brushed style.

Using these shapes, we developed a suite of images to represent different aspects of the project, with a strong, futuristic feel to emphasise the future-facing nature of the transformation. With the core artwork, icons and graphic language in place, we applied the designs to a series of Smart Working Guides for staff.

Creative Bridge developed a modern, stand-out concept for our Smart Working project. Using a fresh take on our brand, their dynamic designs helped to make sure we captured colleagues’ attention as we launched new working principles across a wide range of communications channels. Despite a lot of conflicting deadlines, the work was done to a high standard and the team was always willing to support with any tweaks or changes we needed, even at very short notice.
Kirsty Wayness, head of employee engagement and brand