Create a vision narrative and campaign to galvanise the workforce during turbulent times of change for this Ports group
Context
In its history, rarely did legacy port operator Hutchison Ports UK face such turbulence. With bouts of industrial action and intensified competition from more modern, technologically-advanced competitors like DP World, this legacy port operator needed to change.
Ask
Create a compelling narrative, campaign and comms strategy with the objective of rallying the workforce behind this new era for the Ports.
Process
To start, I needed to understand the main areas of change for the Ports. I helped devise and carry out interviews across the business, compiling these into themes of change which would serve as building blocks for the narrative.
I defined the key pillars, and worked this into a brief for Creative on a narrative , headline and visual ID for the 5-year vision.
Workshops
I helped carry out workshops with teams across the Ports operations, to socialise the new vision, and understand what messages, different stakeholders needed to hear.
