[interview] the project story
Project Overview
Marks and Spencer wanted to create a learning and development prospectus that detailed their total learning offer to their employees in one, easy to access place.
We wrote compelling content that spoke to employees in their language, developing technical jargon into easy-to-understand benefits and key features, and matched that with a premium design that worked seamlessly with the brand’s new learning and development model.
We used our long-standing relationship with M&S to collaborate and produce a 50-page printed handbook with soft-touch laminate cover given to 300 managers across HR and the business, followed up with an e-version (PDF) that was hosted on their internal portal.
Project Commissioner
Project Creator
Team
Sarah Beresford
Emma Martin
Matt Humphreys
Project Brief
We needed to design and produce an engaging but functional booklet that the line managers of 70,000 M&S employees across Retail, Offices and Distribution could pick up and understand exactly what Learning and Development tools were available to them, as well as how to access them.
As M&S are working to develop a culture of continuous coaching and development, the prospectus need to support this by advising individuals, managers and teams on finding the right solution for their needs, whatever their role or location, show any opportunities for development, and increase uptake of these opportunities available to them.
Not only that, a new L&D framework and look and feel for the programme had just been launched, so the booklet needed to correspond with what employees would soon see on the company intranet.
Project Innovation/Need
This would be the first time all of Marks and Spencer’s Learning and Development programmes would be together in one easy to access place, so this required a great deal of careful planning.
We created a beautiful, bespoke, premium feel prospectus for line managers across the business, with a soft-touch cover and luxurious glossy pages – all within our sustainability values and objectives.
The booklet was designed A5 so it could easily fit in laptop bags and be read on public transport. And our people-focused approach to imagery based in everyday life made the prospectus feel more hands on and the development opportunities more attainable.
We do business responsibly and with respect, reducing print waste and making sure we’re being as efficient as possible. We drew up a sustainability checklist to identify where we could plan and deliver the most efficient project possible – and stuck to it from start to finish.
As the booklet also needed to reach a wider audience, we also created a cost-effective PDF e-versionwhich is hosted on the internal L&D site.
Design Challenge
Marks and Spencer needed a handbook that encompassed the entire learning and development offering while being engaging, easy to navigate and empower employees to take up opportunities available to them.
As their new learning and development model was also about to be launched, we had to make sure that the booklet matched its framework and look and feel.
While all the information was available in different sections of the company intranet for everyone to access online, their people also wanted a one stop shop that could be used in team meetings or development conversations.
Working in collaboration with the Learning and Development experts at M&S, we created a premium 50-page handbook for 300 managers to keep as an ongoing reference guide. We then turned this into an easy-access PDF e-version to host on their intranet portal for all employees across the business.
Colour-coded chapters matched each stage of the brand new M&S Learning and Development framework, making it quick and easy for readers to find what they were looking for and detail all the personal development opportunities out there for them.
Effectiveness
“We wanted to develop an L&D prospectus that articulated our total learning offer to the business and gave us a tool to engage line managers on the fantastic learning available for them and their teams. The feedback has been hugely positive – having the L&D prospectus available online and in hard copy has been well received. Lesley Baynes, Head of People Planning and HR Communication, Marks and Spencer
We used our long-standing partnership with M&S and understanding of their brand to develop a guide that spoke to their people using their language. We found the right balance of being informative while exciting them about the new Learning and Development model, and the opportunities waiting for them.
The prospectus provides a simple but effective framework for driving high performance and helping employees fulfil their potential – whatever their role or location.
We reaffirmed M&S values and behaviours, giving a clear path for developing people and explained a wide-range of self-guided toolkits and workshops – all within a colour-coded and easy-to-read format. It has been massively well received across the business, and is now frequently referred to in most HR comms.
Graphic Design - Publication
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
More Details