U+I Group PLC stakeholder messaging

Multi award-winning stakeholder messaging: Creating distinctive cross-channel communications.

U+I is a Smallcap listed specialist regeneration and property developer recognized for creative vision and entrepreneurial flair. They create long-lasting social and economic change for the communities in which they work and sustainable value for their shareholders. U+I are driven by a very clear purpose - to unlock long-term potential for all through regeneration.

Challenge

As their new communications partner our first project was the delivery of a new corporate website followed by the annual report for 2019.

The most important part of the project was to understand and sharpen their distinctive tone of voice, purpose, messaging and visual identity. This was because the website and the report had to work in complete unison and have the same visual impacts even though they reached slightly different audiences.

Action

Once the messaging and identity issues had been resolved through workshops and research, we developed the website. We explored their existing purpose, ‘Purpose drives performance’ and visualised how this could be communicated powerfully and distinctively.  We were pushed hard creatively at every stage to create a better way of communicating and ensure the ambitious character of the business was evident in all their content.

The development of the website, www.uandiplc.com, resolved many of the messaging and identity issues for the annual report. A new purpose emerged from the process ‘Our purpose is to unlock long-term value for all through regeneration’.

U+I wanted to use the 2019 annual report as an opportunity to showcase their purpose, as well as their values of imagination, intelligence and audacity to employees, partners, local authorities and communities, and investors.

The annual report was in two parts. The first illustrated how U+I’s purpose drives everything the company does, and ultimately, the company’s performance. The second part opens with a clear description of what Regeneration Rethought means and the five things that make U+I distinctive, told through the eyes of the company’s senior management team.

We advised on how to develop a detailed market section, and a new articulation of the company’s business model preceded a special section looking at U+I’s stakeholder engagement.

Impact

Our approach to their brand, website and annual report connected their corporate story in a consistent manner. Our understanding of the story and the client helped us deliver the channels through different formats, including video, infographics and animation. The result was powerful communications that clearly positioned U+I as regeneration experts with a passion for doing things differently and for the wider good. The work is an excellent example of a clear purpose driving everything they say and do.

Awards

Communicate Magazine’s Corporate Content Awards:
Best use of Print, Gold.

IR Society Best Practice Awards 2019 – 2 award wins:
Most Effective Use of Digital Communications.
Best Annual Report in the SmallCap & AIM category.

Corporate Financial Awards 2019:
Best Printed Annual Report FTSE SmallCap, Silver.
Best Corporate Website FTSE SmallCap, Gold.

ICSA Awards 2019: Shortlisted:
Best Annual Report in the Smallcap & AIM category.

Services & contact

  • Peer group and content review
  • Content consultancy and strategy
  • Messaging development
  • Design and writing
  • Production and implementation

People

Sandra Vico

Account director