The client
Teachers Mutual Bank Limited (TMBL) is a globally renowned ethical bank and certified B Corp, known for its commitment to sustainable and responsible banking practices.
The brief
TMBL identified a gap in employees’ understanding and application of their company values following a recent review. They sought a creative solution to make these values more actionable and engaging, moving beyond traditional employee handbooks to truly resonate with their team. Our challenge was to create a publication that would inspire and educate employees while remaining aligned with TMBL’s existing brand identity.
The solution
Our approach began with a deep dive into various self-discovery frameworks such as tarot, horoscopes, human design, Myers-Briggs, and brand archetypes to develop seven unique archetypes that each embodied a specific expression of TMBL’s values.
This strategy was designed to make the exploration of company values enjoyable and personally meaningful for employees. We collaborated closely with the TMBL team, integrating their existing brand elements while ensuring the new publication – The Good Types – stood out as a dynamic, interactive resource.
The final deliverables included a printed publication featuring each archetype, complete with activities and reflection questions, as well as a digital version with an interactive quiz for team workshops and individual self-reflection.
Transforming internal values into an engaging experience with creative publication design.
To bring the archetypes to life, we collaborated in cross-functional teams from both the client and agency sides. The publication design was carefully crafted to be visually appealing and interactive, departing from the typical dry internal communications. Each archetype was represented with clean cut typography and engaging content, making it easier for employees to connect with and enact the company values in their daily work.
The digital version complemented the physical publication with a quiz that allowed employees to discover their archetype, further personalising their experience. This tool was designed to be used in workshops and for self-reflection, reinforcing the values in a way that felt relevant and practical. By integrating these interactive elements, we ensured that TMBL’s values were not just seen but felt and acted upon.
