Fire and Rescue NSW

The Problem

Fire and Rescue NSW was lacking direction. Geographically diverse, 335 stations and offices all over NSW, and broken into a siloed structure of operational vs admin staff there was a need to bring the organisation together with a common purpose.

To uncover the FRNSW purpose we carried out a detailed internal diagnostic and worked with an independent researcher to understand how the organisation was perceived by the community.

We learnt that Fire and Rescue NSW were still thought of as the ‘fire brigade’ and primarily as property based protectors. The community trusted and respected firefighters, but thought that they spent most of their time responding to false alarms.

But in reality FRNSW are a world leader across a broad range of services for the community. When the community learned about these services the value they placed on FRNSW, and on having a fire station in their local community, dramatically increased.

Our job was to help the organisation explain to each other, and to the community who FRNSW are and what they do today, as well as inspire them about what they are working on for the future.

Our role

  1. We conducted a thorough review of all FRNSW previous research
  2. Facilitated over 15 one-on-one interviews and 9 group workshops with close to 100 FRNSW staff (both admin and operational)
  3. Delivered a detailed diagnostic report of the current culture and ambitions for the organisation.
  4. Developed a brand strategy and guiding philosophy for the organisation
  5. Worked with a design team to develop a refreshed identity to better communicate FRNSW
  6. Worked with a creative team to develop the big idea for FRNSW
  7. Conducted an audit of the FRNSW brand touchpoints to find efficiencies
  8. Developed and managed the internal launch program for this refreshed identity, big idea and strategy
  9. Worked with the Executive Leadership Team for speech writing
  10. Helped to manage and communicate the new strategy to the whole of the organisation

Results

The first ever simultaneous presentation to all stations and offices via live stream, bringing all staff from all over the state together for the first time. The most successful community Open Day on record. Internal engagement is improving. Improved media representation in news stories that demonstrate FRNSW involvement in a broad range of community incidents. Communications are stronger through their consistency in messaging and design.

FRNSW Purpose: to protect the irreplaceable

Internal Manifesto Poster

Internal Manifesto Poster

Capabilities Poster for Open Day

Capabilities Poster for Open Day

Smoke Alarm Poster for Open Day

Smoke Alarm Poster for Open Day

Updated Fire Trucks

updated fire trucks

Updated Fire trucks featuring the FRNSW capabilities

Internal Pull Up Banners

internal pull up banners

Environmental Design at Head Office

Manifesto on meeting room wall

Manifesto on meeting room wall

Atrium banners

Atrium banners

Station names and numbers in café area

Station names and numbers in café area

Open Day Collateral

Invitation poster and social media banners

Invitation poster and social media banners

Kids activity book

Kids activity book

Fire Engine

Fire Engine

Paper bags

Paper bags

Internal Launch

launch

 

Speech development, Launch Video, Collateral and Take away packs for staff