Volkswagen Financial Services

Placing corporate values at the heart of the company

The challenge

At the same time as building new office premises, leading financial services company, Volkswagen Financial Services, wanted to launch a new set of corporate values.

The challenge was to launch the corporate values in a way that would position them at the heart of the business, resonate with each colleague, ignite excitement and become recognised, understood and embraced as a part of everyday life at VWFS. For the launch of the corporate values to sit alongside the accommodation programme and ensure consistency and synergy between the two projects.

The solution

Working with the internal team and an external creative agency, we produced a unique and impactful visual identity to bring the values to life. The values were launched at an annual companywide event and immediately followed up by a series of launch communications and impactful displays to reinforce the identity and messaging. It was important for the values to continue to be reinforced and so an on-going programme of activities, including a Big Chat SMS campaign, competitions and branding activities were carried out to ensure that the values were recognised, embraced and adopted. The values branding continued into the new building with large visual wall displays, branded items and communications.

VWFS Corporate Values ‘Brandthem’ created by Woodreed 

The results

A resounding positive response to the corporate values, with many colleagues quoting the values and adopting them in their everyday life.

The Big Chat achieved a 45% employee engagement with almost half of the business’ employees opting-in to receive the SMS messages.

The corporate values received praise and recognition throughout the business, including the company’s head office.


Positive response


Big chat interaction


Colleague engagement

I have greatly appreciated Jo’s expertise and approach to work with us to launch our values across the organisation. Jo was an integral member of the internal project team, focusing on all elements of communication from the launch event, through to design of collateral and on-going engagement and awareness activities across the business. Jo is passionate and enthusiastic, has great attention to detail and ensured that all elements of this project were delivered to an extremely high standard on time. Amanda Pick

Head of Talent, Volkswagen Financial Services

Place corporate values at the top of your agenda today. Get in touch...

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