The Registry function is about ensuring John Lewis Partnership employees (Partners) voices are heard across the business. It provides a supportive role and impartial advice to relevant senior leaders in the business.
Registry is an internal brand that forms part of John Lewis. Introduced over 100 years ago, Registry is the mechanism that ensures the business is run fairly and democratically. A way for all the employees to feel valued and know they contribute to the success of the business as a whole. Our job was to give the tired, old-fashioned image of Registry a face-lift.
We created a campaign that openly mocked the image of Registry and tackled the old-fashioned reputation head-on, through a series of vintage images depicting comically awkward situations in the workplace. We ran the concepts through a series of stakeholder focus groups and created the most appropriate series of messages to share with all employees in the business. Creating a new brand, animation, print, signage, email and online comms ensured a wide and consistent message across a very diverse workforce.
By using a comedic approach, we were able to tackle what might have been an uncomfortable situation in a light-hearted fashion. Senior stakeholders and employees generally loved the campaign, particularly the fact that it introduced a sense of fun into the work environment, and left people looking forward to the new brand launch.