Fenton Whelan is a company built on a solid financial basis, but the founding partners’ entrepreneurialism meant they were outgrowing the tag of ‘residential developers’ they had attached to their business model. Their working process, creativity, diversification and deal-making was infectious, and it needed to be harnessed and channelled in a positive direction.
Using a variety of workshop strategies, including Business Model Canvas, Affinity Mapping and Elevator Pitching, we examined the partners’ aims and objectives. Next, I designed a series of small and thoughtfully conceived group workshops with employees. These were used to promote frank discussion about the brand, company culture and personal aspirations. I also conducted interviews with representatives from across the ultra-high-net-worth market, to gain a clear understanding of the external perception of the company.
This research work produced an invaluable overview of the business at a grass-roots level which lead to fundamental structural and strategic changes.
— Identifying Uniqueness
I developed a focused strategy which identified and celebrated the contrasting attributes of ‘logic’ and ‘intuition’, the paradoxical character that made the company unique. This positioning allowed the company’s bold and progressive energy to be harnessed in long-term thinking which would resonate and inspire for years to come.