My favourites Michelle Dellow

Here's a small selection of my best-loved projects that have challenged, inspired, infuriated and grown me – as all good projects should.

Pension engagement


As Willis Towers Watson adapts their strategy to offer more 'off-the-shelf' solutions to clients, a unique opportunity arose to develop such a product.

LifeSight is a best-in-class master trust that showcases the very best that WTW has to offer across retirement expertise, investments and communications. LifeSight encourages members to have better sight of their retirement through simple and engaging communications, and a variety of online tools.

Your future just got brighter.

I developed an energetic and refreshing brand (around an existing logo) that speaks the member's language, celebrates members' differences and encourages active decisions.

I also designed and created the member journey, which starts with a simple and friendly interface for members' online account that prioritises informed decision-making.

A suite of simple, responsive and targeted emails was developed to prompt action from members at the right times on their journey.

Welcome packs, Plan guides, investment guides and preparation for retirement guides also formed part of the member journey.

I visualised the front end of interactive and engaging tools...

...that respond to any device a member chooses to use.

Colour theory was used to subtly signpost topics to help members instantly identify themes and the urgency of messages.

A Drawdown sister product was also developed, that helps those who have already retired keep track of their savings and their spending.

We're currently in the final stages of putting together a suite of LifeSight engagement videos that bring to life the importance of each and every member making their own plan for retirement.

Password: L1f35iGht

Reward communication: Share Plan engagement campaign


SAP had revised their voluntary SharePlan scheme, Own SAP. Because the changes had resulted in a less attractive offer to employees, SAP needed to reposition the scheme to all employees.

Instead of focussing on the features of the new scheme, as the client had suggested, I recommended a different approach – if we addressed the 'heart' of why employees would participate in any shares scheme, we could not only promote Own SAP, but also remind members of what they love about SAP, and why they feel it's a successful and relevant company. This campaign could talk about Own SAP in the context of the employee deal.

I also seized the opportunity to incorporate SAP's 'How we run' principles (values). And by adding a splash of personality to the campaign, a natural, interesting and authentic employee story, that really drives motivation and pride in SAP, was told.

'How we run' principle: Keeping promises
'How we run' principles: Curiosity and Strength in diversity
'How we run' principle: Teamwork

Employee Engagement


Pearson is a learning company. In all that they do, their aim is to expand horizons though knowledge. It's widely recognised that everyone has different learning styles, that impacts how effectively people are able to learn from different kinds of media. Some people like to 'do', while others like to watch, for example.

Pearson works hard to attract the best talent to achieve its aim. So, it is critical that, when new hires first start at Pearson, they are welcomed in a way that captures the spirit of the organisation. We developed an onboarding experience that allowed new joiners not only to learn more about Pearson, but also learn about themselves and their own learning style. Then, in a lighthearted but relevant way, the technology uses employees' established learning style to guide them through a series of learning modules in the best way, so that they have an inspired start to their career at Pearson.

I created the visuals below to illustrate our initial vision for the final product. However, the project spanned 2 years, and because Pearson went through a number of changes during this time, the project evolved too. The final project won Silver in the 2016 Learning Awards: Best Onboarding Experience, and can be viewed using the link and passwords listed below.

'Choose your own adventure' to establish employees' learning styles...

One of 16 profiles that celebrates the employee's personality and the unique skills they bring. Based on their learning style, we suggest an order, and push content that is most likely to capture the new employee's imagination.

Learning modules that are fun and interactive, and embraces how employees want to explore...

Pearson Timeline
Corporate Social Responsibility initiatives

Username: Landscape

Password: Fast3086

Growing careers: Showing the big picture


Career paths
Team showcase
Competencies and skills definition for every level

Ovo, a fast-growing energy company, needed not only to showcase the 'Ovo Way' to employees, but also to create better understanding of the many teams within the company. By considering different career paths and the opportunities that may exist in other departments, at different levels, employees are inspired to shape their own careers by growing their skills and experiences. Not only did this contribute to an engaged workforce at Ovo, but it also helped to retain critical talent within Ovo.

I was responsible for the ideation behind this project – visualising it and defining the approach, as well as selling the idea to the client. I was also responsible for the creative copywriting and project management. I sourced graphic design help to do the bulk of the graphic design, to be able to deliver this project within a tight budget.

Strategy Communication: People Strategy infographic

Global construction firm

3-year People Strategy... all on a single page.

The HR Director of an international construction and property management firm needed a one page infographic to present his people strategy to his seniors at the annual board meeting. In addition to creating this effective story on a page, I also supported him by testing his thinking and ensuring the flow from business strategy > people strategy > people requirements > people proposition > business results was seamless and cohesive.

Career Framework: High level communications


Career levels, with attitude

Badoo is a fast-growing social media firm with a fun and evolving product. Their Rewards Director wanted to put some structure around roles within Badoo, to facilitate attracting and promoting critical talent, and asked the WTW rewards team for support. While their work was sound and market relevant, it was presented in a fairly formal way: great for the Rewards Director, who is an expert in her field, but gobbledegook to the average Joe.

Since Badoo thrives in its informal environment and flat structure, the communications needed to follow suit. The Rewards Team introduced me to the project, and I was tasked with reframing their work in a style that was more Badoo. The result is the quirky interactive pdf as shown above.

I believe the value of my work, like beauty, is in the eye of the beholder. So, I would value any opinions and perspectives you may have – positive or negative. Give me a shout on LinkedIn...

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