Integrated Banking Platform (IBP) is a full-scale banking core system upgrade that will integrate 60 legacy information technology systems into one. Union Bank, with assets over $70 billion, is the largest US bank ever to undertake such a project. The future of Union Bank rests on the successful rollout of IBP, which will affect all levels of UB employees, especially the branch tellers.
Change management is extremely crucial for projects at this level and scope. Getting employees excited and educated about the coming changes will ensure a smoother transition. But how?
Change management starts with effective communication and that is often achieved through multiple channels using different mediums with a cohesive message. At the beginning of the project, a common problem was a lack of awareness of IBP, throughout all levels of the organization. The OCM (Organizational Change Management) team not only needed to educate everyone about the project, but they wanted to get people excited about it as well.
After assessing how IBP was being communicated internally, I learned much confusion arose from the project being referred to by different names. Within various communication materials, IBP had inconsistent visual treatments. The communication materials lacked visual appeal and content was often written in dry, technical terms. Positive benefits of the project were not being communicated in the best possible way.
There was a need to create a brand identity and strategy. I worked closely with the OCM and internal Marketing teams to craft the right look and tone for some key communications materials and designed the identity for IBP. To communicate benefits effectively, I created a one-minute commercial using “kinetic typography” to highlight important points, as well as other animations that either introduced the new user interface or features. Lastly, I designed and created an interactive IBP intranet site the OCM team can use to keep the entire organization updated on the latest developments of the project.