Overview
Raven Housing Trust introduced a new internal culture framework built around three core pillars:
- Put Customers First
- Always Be Curious
- Make It Happen
Each pillar was supported by a set of behaviours designed to guide how teams worked day-to-day.
The challenge was not simply to communicate the framework, but to ensure it was understood, relatable and practical across the organisation.
The Challenge
Like many internal culture initiatives, the risk was that the framework would remain:
- Abstract
- Open to interpretation
- Difficult for teams to apply in real situations
A single launch video would introduce the pillars, but wouldn’t provide enough depth for employees to understand what the behaviours actually looked like in practice.
The objective was therefore to move beyond awareness and create genuine understanding and adoption.
Our Approach – A Structured Video System
Rather than producing a single video, we developed a connected series of films, each designed to support a different stage of understanding.
This included:
- A headline overview film introducing the framework and its purpose
- Individual films for each of the three pillars
- Dedicated videos for each behaviour
This approach created a library of content that could be rolled out over time, rather than relying on a single launch moment.
Bringing Behaviours to Life
To ensure the content felt real and relatable, we worked with employees from across the organisation – from leadership through to operational teams.
Each behaviour was explained through practical, real-world examples, showing how it applied in day-to-day roles.
For example:
A member of the maintenance team explained how “being reliable” meant turning up to appointments on time — and communicating clearly if delays occurred.
Simple, practical examples like this helped turn abstract behaviours into something clear, achievable and relevant.
The Outcome
The final result was a flexible set of video assets that could be used across multiple internal channels, including:
- Internal communications campaigns
- Team meetings and briefings
- Onboarding for new staff
- Ongoing culture reinforcement
This allowed Raven to:
- Roll out the framework gradually
- Reinforce key messages over time
- Provide clarity at both a high level and practical level
Key Takeaway
A single video can introduce a framework.
A structured video system helps people understand and apply it.
