Culture Change

Momentum ISCoE: brand & visual language

Brandrenew was tasked to develop and visualise an internal Culture Change for a division of MMI called ISCoE. The campaign aimed to revolutionise the MMI ISCoE culture and cement loyalty / staff productively on a large and lasting scale.

MMI ISCoE staff were not only mobilised to get on-board but to start living and breathing the new culture in all aspects of their daily lives. Our aim was to deliver the extensive but simple on-board campaign into the staff’s daily touch points. And at each touch point, to reinforce the vision messaging.

This internal Culture Change rolled out in 5 stages:

  • The Flight Plan (Creating and launching the culture)
  • The Blue Print (Creating structure)
  • The Hangar (Building an environment)
  • Take Off (Getting the new culture off the ground)
  • Mach3 (Saluting performance)

1. The Flight Plan
Creating and launching the culture

A name, set of graphics, imagery and aviation language was developed, based on a 1970’s fighter jet called the SR7-1 Blackbird. The success of this aircraft was mostly due to speed and functionality which was the reason it worked well as a MMI ISCoE analogy. OBSR7-1 was launch to staff in a hangar style venue which added to the excitement around the theme.

2. The Blue Print
Creating structure

Various business groups were assigned aviation functions aligning to their capabilities. The idea being that the sum is greater than the whole.

3. The Hangar
Building an environment

Once launched OBSR7-1 was brought to life in everyday staff environments, making it an experience rather than just an abstract theme. The pause area was transformed into the hub of the new culture, inviting collaboration, discussion and thought, not to mention a great cup of coffee.

4. Take Off
Getting the new culture off the ground

After The Hangar was completed, the new visual and spoken language was rolled out across all internal communications. Staff started using the coded aviation phrases in their everyday interaction with each other, helping to build a tight-knit, loyal community within the greater MMI.

5. Mach3
Saluting performance

Because every successful business starts with inspired employees, a multi layered recognition programme was developed. Mach3 (or M3 for short) was tiered to
allow individual strengths to be recognised:

WINGMAN: Recognising exceptional team effort MAVERICK: Recognising exceptional MMI values TOP GUN: Recognising excellence and out-performance