Client Story
Willington Nameplate
Breaking
through in a
commoditized
market
Our work helped with:
Since 1965, Willington Nameplate had used its family
Leadership
-minded, do-whatever-it-takes, entrepreneurial spirit
Transition & Succession
Market
Differentiation & Growth
Employee
Engagement & Recruitment
Strategic
Planning & Implementation
to succeed. However, an altered competitive landscape and a changing, growing workforce meant they
Activities we took on:
had to rethink how they would approach the future.
Their Identity Assessment revealed a need to clarify
and strengthen their internal identity as well as the
image they presented to the marketplace. Working
closely with their leadership team, Fathom helped
shift their self perception from “makers of a nuisance
commodity” to “enablers of essential communication.”
With this new, authentic story as a foundation,
we leveraged the contributions of the entire company
to modernize their brand from the inside out.
Client Story
Willington Nameplate
“
or too long we viewed
F
our products as “generic”
commodities, but Fathom
allowed us to see them
as more t han that.
Brett Greene
General Manager
Willington Nameplate
Client Story
Willington Nameplate
Narrative Development
Inviting contribution
Following the initial narrative
development work, a company-wide
event was organized to engage every
employee in the creation of
Willington Nameplate’s future.
Divisional groups were asked to
envision how they could help bring
the new brand to life—giving
everyone a sense of their personal
importance to the company’s success.
“
They are progressive thinkers and truly challenged us
to get out of our comfort
zone and view the business
through a different lens.
Brett Greene
General Manager
Willington Nameplate
Client Story
Willington Nameplate
“
The Fathom team worked
closely with Willington
employees from all levels
of our organization, treating
everyone with the same care
and respect, regardless
of job title.
Brett Greene
General Manager
Willington Nameplate
Program Design
Working with contributions from the entire
organization, we helped Willington create a set
of programs designed to realize the company’s
new vision of itself. This work revealed which
initiatives would make the most difference
and provided a guide for making strategic
business decisions.
Client Story
Willington Nameplate
Designing a road map for the future
Brand Experience Design
Renewing pride and
identity
For Willington, living its
brand shift meant undergoing
a physical change inside and
out. A new identity system
gives employees and customers a new understanding of
the company and provides
a timeless expression of their
promise to the marketplace.
Client Story
Willington Nameplate
Creating an
environment
that embodies
our brand
promise
Collaboration & Workflow
3.1 Collaborative Spaces
3.1A
3.1A
WHITE BOARD WALLS
Opportunity: Add white board walls to the conference room to support
Kaizen activities and replace existing system of taped up vinyl. Getting
Environmental Branding
2015
people off of their feet keeps them alert and active in the conversation.
3.1B
MOBILE TABLES
1
Opportunity: Replace the large conference room table with smaller mobile
tables that can be moved for Kaizen and other active workshops.
OR get creative and add wheels to conference room table to allow for
easier movement.
3.1C
FRONT OFFICE LAYOUT
3.1B
Opportunity: Evaluate the workspace in the front office to optimize space
for lobby/lounge as well as workflow between departments.
TEAM SUBMISSIONS
“It’s great to get people off of their feet to keep them engaged durring
Kaizen activities”
“It would be nice to have more moble tables, this big one is typically
Brand Experience Design
in the way”
“Different arrangements for office to have better flow between
departments”
Workspace
transformation led
by the workforce
23
Collaboration & Workflow
3.3 Team Clothing
3.3A
3.3A
BUTTON UP WORKSHIRTS
Opportunity: Offer branded Willington Nameplate work shirts for people
who would like to wear them to replace legacy versions. It may be
surprising how many people opt to wear them even if it is not required.
3.3B
SWEATSHIRTS / TEES
Opportunity: Offer a more comfortable team sweatshirt and tee shirts.
Consider making team specific shirts to coordinate with station
signs [2.2B]. These “jerseys” could help create a sense of pride, ownership
and beloning for individual teams.
Client Story
Willington Nameplate
It became obvious to the
leadership team that the
physical work environment
needed to inspire everyone
to embody the brand
promise. Employees were
asked for ideas that would
allow for more collaboration
and celebration in their
work. These ideas were
formulated and presented
as a phased environmental
branding plan.
3.3B
HATS
Opportunity: Offer branded hats to be worn at work and outside of work as
a statement of pride for being a part of the Willington Nameplate family.
3.3B
3.3C
TEAM SUBMISSIONS
“People still wear the shirts with the old Willington patch and
name tag”
“Color coded team sweatshirts”
27
Brand Experience Design
Honoring the heart
of the company
A key element of Willington’s
brand has always been the
people who work there.
We helped bring them to
the front of the Willington
story and acknowledge their
importance to the service
and products the company
delivers—a clear differentiation from price-focused
competitors.
“
It’s always a pleasure to work
with the folks at Fathom and
their support team. You truly
made us look at ourselves in
a new and positive light.
Jessica Mitchell
LEAN Leader/Designer
Willington Nameplate
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Client Story
Willington Nameplate
Willington Nameplate Video
“
We are now able to
express our capabilities with
much more confidence and
determination than w
e ever
have both externally and
internally; our perspective
has completely changed.
Brett Greene
General Manager
Willington Nameplate
Client Story
Willington Nameplate
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