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The Chase was briefed to create a new identity for Yorkshire
Water, reflecting the business’s improved financial
performance as well as position drinking water as a consumer
product rather than the ultimate commodity, and move the company
away from being a traditional utility company towards being
a service provider. All the while, Yorkshire Water’s
2,000 staff were to become more committed and proud of their
company.
The design
In order to have employees on board throughout the process
of major change, The Chase, with Yorkshire Water’s marketing
team, developed a 12-month schedule covering key areas of
understanding, creative development and implementation. Each
and every element involved full staff consultation. A series
of half-day brand workshops were attended by a cross section
of personnel. The workshops explored the importance and psychology
of branding, and invited staff to create the mood boards that
would guide the new identity.
The Chase used the inspiration and information from these
workshops to develop seven design routes, which were then
taken on a roadshow to gauge employee reaction. Customer research
was also commissioned. Two designs were selected and worked
up, and were once again shown to staff and customers. The
clear favourite won through and this was signed off and introduced
from July 2002. New logos, liveries, publications, uniforms
and signs were all implemented: a collaborative venture staff
could feel truly proud of.
The results
• The employee consultation proved vital: 80% of staff
agreed the key messages behind the rebrand were well communicated.
• 90% of customers said they would definitely stay with
Yorkshire Water even if they had the opportunity to switch.
• Between July 2002 and July 2003, there was a 25.5%
reduction in customer complaints.
• Yorkshire Water credits the re-branding with contributing
to the company’s improved performance. From July 2002
to July 2003, group operating profit increased 7.5% to £175.2m.
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