Liverpool-based full service marketing agency, Agent, has carried out a complete rebrand of registered independent charity, Health@Work’s national accreditation, the Workplace Wellbeing Charter, which helps organisations to demonstrate their commitment to improving the lives of their employees and the sustainability of their business.
Agent worked in close collaboration with the team at Health@Work to deliver the rebrand of the Charter, which has been in operation for over 10 years and has to date accredited over 1,000 UK businesses, from small sole traders to large organisations, such as Jaguar Land Rover, United Utilities and NHS England.
The team developed the updated brand from grassroots, carrying out national research and facilitating focus groups looking into the needs of businesses, to develop brand values and messages, from which Agent created content for the new website, as well as a number of assets associated with the brand.
For the creative element, Agent designed a new logo for the Workplace Wellbeing Charter, in-keeping with the style of the Health@Work brand, which was also created by the agency.
The team developed the interactive website and other marketing materials, as well as creating high-quality video case studies and an animation.
From the colour scheme, to the logo and videos, everything that was created carried the same message: The Workplace Wellbeing Charter is the accreditation standard that recognises commercially led best practice in the workplace. It improves the health of British businesses; making them stronger, more productive and more profitable.
Paul Corcoran, managing director of Agent, said:
“We have been working with the team at Health@Work for a number of years, having previously being brought on board to complete its rebrand, so we were delighted have created a new brand identity for the only Workplace Wellbeing Charter in the UK.
“At Agent, we pride ourselves on the close relationships we have with our clients which means that we are able to act as an extension of their team. This in turn leads to the ability to ensure that everything we do – from digital, to creative, to campaign activity – is in line with our clients’ needs and ambitions for their brand.
“Our commitment to health and wellbeing as demonstrated by our accolade at the Guardian Sustainable Business Awards, as well as having achieved accreditation from the Workplace Wellbeing Charter ourselves, means that our values are closely aligned with Health@Work as a business.
“We’re incredibly proud of this rebrand and look forward to continuing to work with the Health@Work team.”
Frances Molloy, CEO of Health@Work, commented:
“The team at Agent went above and beyond to deliver the rebrand of our Workplace Wellbeing Charter product, ensuring that everything created was in line with our messaging and business goals.
“By creating the identity from grassroots, delivering in-depth research into the brand messages and perception, we had the upmost confidence that Agent would provide us with the assets we needed to reflect the brand’s purpose and help us continue to move the business forward.”
Within the first week, the launch mail campaign achieved a 32.1% open rate, compared to an industry average of 12.7%. In addition, the click-through rate to the Workplace Wellbeing Charter’s website was 45.8%, compared to an industry average of 1.5%.
The Workplace Wellbeing Charter saw over 2,900 visits and 15,000 page views in the first month following the rebrand plus over 1,300 people have registered to use the self-assessment tools created by Agent, to begin the process of accreditation.