Having helped George launch their new talent brand alongside a change in organisational structure to a Mission Based Organisation, we wanted to bring their new brand to new audiences. The aim was to tell the many different stories of the people who had benefitted from the MBO across all different levels of roles to help create a wider appeal to audiences.

We developed three narrative components: George as an MBO (Mission Based Organisation), Joy Filled Design (the philosophy at the heart of the George brand), and Reimagine Retail (the Asda talent brand proposition) to launch the George employer brand story. Celebratory, diverse, vibrant and surprising - the consumer look and feel translated perfectly into the employer brand space to give George a voice and presence that they needed. There was a desire to empower colleagues and give them a voice so we used social channels for George colleagues to talk about opportunities filled with joy. From audio-based animations of George colleague soundbites to more in-depth interview content, we were able to showcase the new George consumer brand visual identity and bring it to life in a more human way. A structured content plan delivered a multi-dimensional story with considered clarity while also measuring effectiveness from the get-go.