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  • Personal Group

A Happier Place to Work

Client: Personal Group
Brand: Personal Group

This week, Else London and brand agency SomeOne launch a new brand strategy and online experience for Personal Group, one of the UK’s leading brands in employee benefits. Personal Group has been at the forefront of employee benefits and financial services (insurance, cash plans, rewards and salary sacrifice) for over thirty years. Over that time, their personal approach to tailoring benefits for individuals based on face-to-face advice has been the secret to their success.

Perhaps unsurprisingly, if people are happy, they are more productive at work. And there’s research to prove it: Economists at the University of Warwick have concluded this in their 2014 report: ‘Happiness and Productivity’ (Oswald, Proto, Sgroi, University of Warwick, UK, and IZA Bonn, Germany).

THE PERSONAL TOUCH

Personal Group now services those employees digitally as well as face-to-face. Using Personal Group’s employee engagement platform Hapi, employees can track, tailor and use their benefits from their mobiles. Employers can now have a closer relationship with each of their employees, using the platform as a direct channel to manage everything from comms to payslips to HR.

For large-scale, geographically spread organisations like the NHS or Sage, this technology is becoming increasing valuable.

So people feel more valued (and more happy) if benefits are clearly explained through personal interaction and tailored to things they like and that they can redeem easily (through digital delivery).

Employee benefits are too often seen as complicated and of no real value to the individual. The actual percentage of people who make active use of their benefits is a staggeringly low 20%, so Personal Group see it as their mission to redress that balance.

WORK HAPPY

From this, a new brand strategy was developed to focus around ‘Work Happy’.

SomeOne developed branding and visual identity was based on a smiling face together with a positive golden yellow palette. Yellow is not only the most attention grabbing colour, but is also the colour most associated with happiness.

The smile becomes an integral part of the brand world for PG, appearing also in the word mark for Hapi, PG’s engagement platform and as an ownable element in the extensive icon library for the different services.

The online platform was re-imagined alongside the brand repositioning.

The website is aimed primarily at HR Directors and Reward professionals – those in a commissioning role for employee benefits within their company. As part of the redesign, a huge consolidation of content was undertaken to make it easy for those audiences to understand what Personal Group offer in a succinct and easy to understand way.

In addition to this, Personal Group’s new engagement platform – Hapi was given centre stage. Hapi provides easy access for employees to shop for benefits and is Personal Group’s main interface for employees to draw value wherever they are.

The digital overhaul includes the design of Hapi, Personal group’s app that will be released later this year.

ELSE reworked the Hapi interaction language into an app that would drive more and repeat usage. A roller nav allowed easy access to each key area of offers and in app notifications enable better surfacing of the latest offers and vouchers. This means that when employees come and check their payslip through the app, they can also see what discounts and offers are available to them that weekend.

 

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