Winners/Financial Services Silver

Project: Homeserve People Charter

Client: HomeServe

Design: WPA Pinfold

Home assistance insurance provider HomeServe UK's response to a three-year FCA investigation and subsequent £30million fine led to a massive transformation in the way it goes about its business. Returning customers to the heart of everything they do, they realised employee engagement – languishing at 56% – was business critical.

New values and internal branding were launched simultaneously to communicate the promises HomeServe UK makes to its people and the behaviours its people are asked to demonstrate in return. A friendly, hand-drawn typographic and illustration style was used across all internal communications to convey the business’ aspirational thought and rally call, and was also applied to offices and meeting rooms

Just three years later, the 80% engagement target has already been smashed (versus a UK average of 65%). HomeServe UK is reaping the benefits in the market, too: The Institute of Customer Service says it’s the most improved company in the services industry since 2009, and customer complaints are down by almost two thirds.