ABOUT

Trust Re engaged PIM to refine their brand platform and activate their new brand values within the organisation.

Defined
Trust Re is an innovative reinsurance company headquartered in Bahrain with branches in Cyprus and Malaysia. They wanted to build upon their existing brand platform to better reflect the values of the organisation. This would enable Trust Re to enhance their internal brand culture and promote further progress.

Designed
PIM worked closely with Trust Re to identify the core values at the heart of the organisation and to refine their brand ambition, giving rise to a simplified brand platform that would resonate with Trust Re.

To activate Trust Re’s brand values within the organisation, we created an internal brand values activation campaign focused on the concept of ‘Power’. We called this campaign ‘Powered by our Values’. The goal of the campaign was to generate awareness and to get Trust Re employees excited about activating their brand values in order to create a consistent brand culture across the organisation that would boost morale and drive Trust Re forward. We teamed up with Dr. Clare Beckett McInroy, an Oranisational and Executive Coach with a Doctoral degree in Educational Research, to develop a workshop for each brand value. The purpose of the workshops was to motivate and coach employees on specific actions they can take to incorporate Trust Re’s brand values in their daily work environment.

We designed a ‘Powered by our Values’ logo, created a brand book with key information about Trust Re’s brand values to guide employees, and designed other communication material to support the workshops and the campaign. We also designed internal branding and giveaway items to further reinforce the values.

Delivered
PIM developed a simplified brand platform that embodies the Trust Re brand to help drive the organisation forward. We are currently in the phase of activating the values within the organisation, this is an ongoing process which will take place throughout 2013. Early results indicate that employees understand the importance of incorporating their values in the work environment. After all three workshops have been held, employees will comprehend how they can live their brand values to create a consistent brand culture at Trust Re.