Situation

Following a deep culture diagnostic, NatWest Group (NWG) recognised they needed to overhaul their values. They understood that to spark a cultural shift their values had to evolve beyond “wallpaper”. Two Degrees Below were asked to shape and visualise these values as the behaviours that would define their future.

Shift

We created a new behaviour set that aligned employees with the concept of winning - showing the exceptional journey they were on to deliver better work and smarter outcomes. We then brought this to life with a creative execution that stretched the brand and connected its people.

Increased awareness

of the new behaviours.

Increased understanding

of what the behaviours mean in practice

Increased awareness

of the new behaviours.

Increased understanding

of what the behaviours mean in practice

Impact

Awareness, simplicity and ownership were the key success measures.

The journey

Deep-dives & discovery

Immersing ourselves in the culture diagnostic, we led workshops with purpose, people and culture teams to identify new behaviour territories.

Shaping the framework

Our strategists and content teams developed a shortlist of potential behaviour frameworks - these were socialised and tested with key stakeholders.

Iteration through collaboration

From the shortlist, we developed three creative routes and tested the concepts with NWG’s Colleague Experience squad and leaders. We then refined.

Activating action

These behaviours were launched via workshops at the NWG senior leadership offsite and rolled out across the organisation as part of the launch of Winning Together, NatWest’s new strategy.

Deep-dives & discovery

Immersing ourselves in the culture diagnostic, we led workshops with purpose, people and culture teams to identify new behaviour territories.

Shaping the framework

Our strategists and content teams developed a shortlist of potential behaviour frameworks - these were socialised and tested with key stakeholders.

Iteration through collaboration

From the shortlist, we developed three creative routes and tested the concepts with NWG’s Colleague Experience squad and leaders. We then refined.

Activating action

These behaviours were launched via workshops at the NWG senior leadership offsite and rolled out across the organisation as part of the launch of Winning Together, NatWest’s new strategy.

Deep-dives & discovery

Immersing ourselves in the culture diagnostic, we led workshops with purpose, people and culture teams to identify new behaviour territories.

Shaping the framework

Our strategists and content teams developed a shortlist of potential behaviour frameworks - these were socialised and tested with key stakeholders.

Iteration through collaboration

From the shortlist, we developed three creative routes and tested the concepts with NWG’s Colleague Experience squad and leaders. We then refined.

Activating action

These behaviours were launched via workshops at the NWG senior leadership offsite and rolled out across the organisation as part of the launch of Winning Together, NatWest’s new strategy.

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