Post-merger cultural alignment:
House with No Steps (HWNS) and The Tipping Foundation, two leading disability service providers, merged. There was a need to manage the merger (complicated by the changing NDIS environment) and create cultural alignment of more than 5,000 staff, spread across Australia, to connect with customers and help grow a strong and united organisation that could best support its valued customers for the next 50 years.
Defining and creating a common culture in a time of substantial change is a difficult undertaking. To succeed it was essential that the newly merged organisation had a clear purpose, brand strategy, culture and alignment.
We commenced the project with in-depth diagnostic (internal and external), and deep consultation with staff and customers. Our workshop approach helped us define the brand architecture and develop the purpose for the consolidated organisation – a powerful purpose the staff could unite behind, and take pride in. The development of the purpose, values, spirit and promise sat at the core of the strategy, which also led to us developing a new name for the combined organisation: Aruma.
Once defined, the strategy allowed us (along with our creative partners #77 & et) to develop the brand idea and visual identity for the new brand, including preparing a plan and tool kit to put the Aruma purpose into practice.
With a strong leadership team at Aruma, the launch and on-going implementation has been a huge success. The internal team continue to put the purpose into practice and bring the brand to life for customers, staff and stakeholders.