Facts at a glance

  • Brief
    Transformation programme
  • Audience
    All Nationwide employees
Key Skills

Digital, Experiential, Clear vision, Environmental

100% of employees confidently advocate Nationwide’s transformation journey.

A number of IT transformation and change programmes are fundamentally changing Nationwide and positioning it to become the UK’s leading retail financial services provider.


Nationwide recognised the importance of their leaders during this huge period of change and wanted to help them become advocates for this business transformation. Their communication objective was to enable senior managers to lead and inspire their teams so they could play their part in achieving Nationwide’s vision.

Avvio worked alongside the Nationwide Internal Communications team to help bring to life their exciting Transformation Journey and communicate the key benefits in a simple and visually engaging way so we created:

  • A visual timeline detailing past and transformation delivery. This was set against a backdrop of the external market to show how much had been delivered despite the economic uncertainty.

  • A compelling simple identity to ensure we delivered real cut through for the Transformation communication. This identity was centred around the No.1, representing Nationwide’s vision to be the UK’s No1 Retail Financial services.

  • A campaign designed to inspire all Nationwide employees which included a suite of communication materials including a video to support line manager briefings, a web based Transformation zone, managers work book and assistance in creating editorial content for their in-house magazine.



Have been beyond expectations and demonstrated that a well planned creative communication campaign can help move a business forward.

71% felt that when transformation happens communication helps me to understand how it impacts me and my team (up 19% year-on-year and 19% ahead of Financial Services norm).

Engagement levels rose 5% across Nationwide and by 10% in the division responsible for transformation (6% ahead of Financial Services norm).

Employees have the highest  understandingof transformation than any other corporate agenda in Nationwide (4% in 2010 to 82% in 2011).

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