Refreshing The Bromford DNA

Description: Rather than a conventional vision and values statement Bromford had an ‘organisational DNA’ that attempted to define the culture of working for the organisation. Following the partnerships with Merlin and Severn Vale Housing Associations we wanted to create a unique vision that colleagues from all three organisations could get behind and support. In 2018 Bromford held more than 30 workshops with nearly 500 colleagues attending and sharing their views. The problem was so many ideas and views were shared it was difficult to turn it into something tangible. Innovation & Design were engaged to help a smaller group of colleagues synthesise and review the key contributions and turn them into some options for the CEO.

Actions:

Development of a smaller group of colleagues from each of the three organisations to act as the concept team;
A synthesis session where all the 500 contributions were fused into key themes;
Prototypes developed for three different design approaches;
Pitch sessions - where the team presented the results to the CEO;
Further focus groups with wider colleagues who agreed that the new ‘DNA’ was in line with their original thinking.

Outcomes: The final prototype developed into a final product which was completed in late 2018 and now informs the expectations and behaviours of all colleagues.

Blog Posts:

Bromford: Our DNA - 2019

Creating the right culture for innovation - May 2019