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Balancing the Nation’s Power, a Government-Backed Transformation
Grid ESO plays a critical role in balancing the UK’s electricity system. In 2022, the Government and Ofgem backed the creation of a new, independent body to lead the energy transition with a whole system approach. ESO was chosen to lead this transformation, separating from National Grid to form NESO, a new organisation with a major national mission.
Inspiring People Behind the Vision
As NESO emerged, so did the challenge of engaging its diverse internal audience. The business needed to position itself as an employer of choice in a competitive market, while inspiring employees to get behind a bold new vision. To succeed in inspiring employees, NESO needed a strong employer brand that they could connect with, trust and take pride in.
Cutting Through Complexity
We partnered closely with NESO’s internal communications and brand teams to deliver two dynamic strategy workshops that unpacked the complexities of their audience groups. These sessions revealed how the brand needed to show up across the organisation and highlighted exactly what was required to help the team feel connected to, and share in, the business’ success.
Building a Clear Voice
From this foundation, we built a dedicated internal messaging house rooted in the brand idea ‘Energising Progress: forging the path to a sustainable future for all’. It brought clarity and consistency through a central message, three supporting pillars, bold headlines, and an internal manifesto and narrative tailored to engage employees.
Bringing the Brand to Life
We then translated this into a versatile suite of internal comms assets for both digital and physical channels ready to inspire across offices, events, and campaigns. To maximise impact on launch day, we produced a compelling 2D-animated brand film. Praised by NESO as “exceptional” and celebrated for its emotional resonance with staff.
Defining a Standout EVP
Our work culminated in a compelling Employee Value Proposition (EVP), giving NESO a clear, differentiated offer to attract and retain top talent in a competitive marketplace.
A complete suite of brand assets were developed ahead of launch: from slideware and email templates to social media and a full photography library. These assets are used daily across NESO’s communications.
“The internal video really helped to make the launch day truly special. So many people internally said it made them "tingle" and "brought tears" to their eyes, the B2L team really managed to tap into the passion of our organisation."
Energising a Unified Future
The work helped unify a complex internal audience under one energising vision. NESO employees described the launch content as moving, inspiring and deeply motivating. The EVP now helps confidently position NESO in a competitive hiring landscape, underpinned by a brand platform built for long-term impact.
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