LV=
In 2007 Liverpool Victoria invested in a major rebranding program, and later that year LV= was born. At the heart of the new brand is the proposition 'Sharp with a heart'. Our brief was to take this consumer brand and communicate its values to a recruitment audience.
We were quick to embrace and utilise 'Sharp with a heart' as we felt it had an equally strong brand essence for the employer brand. Having conducted extensive research, the feedback from all their employees was so universally positive that it didn't take long to realise that their brand and value proposition should be their people.
Simply put, LV= people are the LV= brand. And precisely because they are LV= ambassadors, they became the stars of the campaign, its face and its voice.
The hub of the brand is the careers website. It brings the employer brand to life in an engaging and entertaining way, designed to be an active experience, not a passive one. The site is visually appealing while clearly communicating the LV= personality. It is honest and believable, never resorting to cliché.
Externally, we have taken out six and 48 sheet sites which are strategically located around LV= offices, communicating with current and prospective employees alike. We have branded trams and created a series of pop-up banners to be used internally to launch the brand and externally at careers fairs and exhibitions. Internally, we have produced a variety of communications collateral, including a brochure promoting the LV= leadership development programmes.
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