A closer look at customers

Following our success in producing Royal London's annual report – the first to introduce their new company structure and branding – we were asked to create a document that would present a customer segmentation study to Royal London staff.

From the outset, we recognised that making the study memorable would be crucial in order to gain employees’ attention. We devised a series of characters that represented the traits of each segmentation and demonstrated the key distinctions between different customers’ needs, attitudes, and motivations.

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