Grabbing the attention of 50,000 employees.
As ANZ embarked on its biggest transformational change in decades, it needed a new way of talking about a new way of working. Simply creating another series of internal emails wasn't going to cut it – what the bank needed was a more personal touch.
Simplification over complication
A recurring theme in the discovery phase for us was simplification. Simplification of why they exist, what they do and how they do it; as well simplification of management structures that empower employees to make genuine improvements to the customer experience.
This was a complex project requiring buy-in from 50,000 employees and ongoing commitment on our part to get results.
ANZ CEO Shayne Elliott's down-to-earth leadership style led us to an extremely lo-fi approach whereby assets were broken down to their simplest form. It’s bold and visually disruptive, but authentic and engaging at the same time. Shayne’s mantra was ‘less formal, more normal’. The marker pen style indirectly says to staff that ‘we want less bureaucracy, more empowerment’.
Higher interest in all the right places
Following the launch of the ANZ Way, the bank’s HR team reported very satisfying staff engagement levels. We're talking a 20% increase in staff confidence that the new workplace culture could enable change, a greater understanding of the ANZ Way message, more confidence in senior leaders as active role models for ANZ’s values, and, higher approval of the bank’s efforts to promote open, two-way communication.