OUR STORIES
& WORK
& WORK
This example outlines our approach to supporting a Strategic initiative for EY's Government and Public Sector practice. It involved exploring the potential, opportunities and ideal outcomes of a proposed Government Policy Institute. VILFRED’s strategic collaboration framework helped generate a series of exploratory outputs to help EY start to define the future possibilities for their institute. Key points defined through the process included:
What the Institute could be, should be and would be
Who the Institute would be for (why, how, when)
Where the Institute could operate (strategically as well as practically)
What really makes it different or differentiated
How the Institute would operate, what experience would it give
The CollabExplore™ modular approach allowed the Leadership team to create and explore outputs that provided a more ‘absorbed’ and deeper examination of their ideas. This provided a greater understanding that helped develop a more defined picture of the Institute that they intend to build and the impact they want it to deliver.
CollabExplore™ Framework, FORGE™ sessions
Value Proposition territory boards | Finalised Value Proposition & Narrative | Experience Reel
“Working with Roo and the team at VILFRED was an incredibly enriching experience for our EY Government & Infrastructure, Industry Market Board. Their collaboration session in Paris was a pivotal moment for us, providing a fresh perspective and deep engagement with our vision for the Government Policy Institute. Roo's unique approach helped us articulate a clear value proposition and narrative, aligning our diverse global network around a shared purpose and strategy. The insights and frameworks they introduced not only reimagined what the Institute could stand for but also set a strong foundation for future growth and transformation. The groundwork laid during our collaboration with VILFRED will undoubtedly inform our strategic direction in the future. Their expertise and innovative approach have been invaluable.”
Tracey Saunders, Global Brand, Marketing & Communications Leader, EY Government & Infrastructure
The Advanced Manufacturing & Mobility Leadership for the Nordics wanted to come together in a more unified and visionary way. Professional services can feel and work in a very siloed manner and the team were keen to pull down the silos for the benefit of both internal teams and clients, as well as supporting a more joined-up approach to future business development.
VILFRED used the CollabOrate™ framework to unlock individual and team ambitions, explore and create potential territories on which to build their team purpose, ethos, values and future operating approach. We engaged senior leaders in a series of one-to-one coaching sessions and our unique FORGE™ sessions to push boundaries, thinking and ambitions. We used further FORGE™ sessions to test outputs against potential outcomes in business evolution (new products & services) business development (new and existing Client focus), recruitment and well as marketing and communications. Perhaps the most useful output for leaders was the benchmarks they created for themselves as success criteria against their team ambitions – these joined rational metrics with emotively defined criteria that deliberately looked at success being much more than business results.
CollabOrate™ Framework, FORGE™ sessions
Vision Mood Experience | Team Narrative |
“The FORGE™ sessions that Roo runs are like nothing we’ve done – She makes you work at a much deeper level than a traditional workshop and the play element beautifully takes you to a different perspective to discover what really matters and how to bring that to the front of what drives us forward”
Ulrika Eklöf, EY Global & EMEIA Mobility Leader, Nordic Leader Industries & Energy Sector
Helping a global CFD & Forex broker redevelop its brand from the inside out: Building a new business positioning & customer proposition, redesigning its brand identity and rebuilding its website.
Our client had been traditionally focussed on affiliate-based business and wanted to become more relevant and accessible to individual customers in order to extend its market position. VILFRED were engaged to work with the board of directors, marketing and tech teams to advise on and deliver a new customer focussed model for the brand.
Our initial work with our Client saw us running a series of collaborative brand innovation workshops as we created a new set of strategic foundations. The process was deliberately built to engage a wide set of internal stakeholders as a form of collaborative team building.
Once we established the new business positioning and brand proposition we set about looking at the how the brand should represent itself. We undertook a creative audit and made strategic and creative recommendations that were then taken forward into a completely refreshed brand identity along with design guidelines. After creating design guidelines we were able to assemble and shape a team to rebuild the Client website – giving it the new brand look & feel and redesigning customer journeys in particular to make the site more user friendly and accessible. Finally, we ensured a seamless handover to the internal marketing and technology teams – ensuring that they were able to take the brand forward effectively using the tools and platforms created for them.
The client board reported positive benefits created in the workshops for their team specifically – helping to build mutual understanding of their different roles and challenges faced in the context of pivoting the business strategy to be more ‘direct to customer’ focussed.
Allowed cross functional teams to come together and collaborate for better project and customer orientated outcomes. In particular bringing the tech and marketing teams together generated much more efficient customer journey analysis, then applied to the website build.
The new strategic foundations created a tangible business opportunity for the trading platform, allowing them to tap into a direct to consumer market that they hadn’t previously effectively accessed.
Client reported increased numbers of individual new sign ups and positive customer feedback in online forums.
New brand identity used to positive effect in a football sponsorship deal – making the brand more identifiable and visible on team kit and on pitch side hoardings.
New design principles used in social media reported to have generated higher levels of impact.
