I helped 31% Wool make EBRD’s HR department more engaging and approachable.
31% Wool’s verbal narrative for the European Bank of Reconstruction and Development’s newly formed ‘HR and Organisational Department’ (HROD) is based on four ‘quadrants’ that play on banking terminology.
All communications are framed in terms of assets, liabilities, risks and returns. HROD might describe people as its “greatest asset”, for instance, or discuss “unlocking returns” for its staff.
My brief was to translate this conceptual approach across a range of materials – from landing pages to onboarding packs – while balancing the need to be punchy and direct, but also warm and welcoming.