Willis

Brand and Experience

With a presence in every continent and a history dating back almost two hundred years, we had a lot to grapple with when Willis asked us to re-imagine their staff dining. Our response was to create different tiers and zones of experience – everything from antique bicycle coffee carts to exclusive fine dining.

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The Story

Our approach was to capture the essence of Willis. We wanted to put their heritage and pioneering spirit at the heart of our proposals. Working with Restaurant Associates, we captured what made them tick and infused every level of the new offer with this personality to create something intrinsically Willis.

With a remit to look at buildings within London, Ipswich, New York and Dublin, the food and drink provision had to make its mark within four very different but always vibrant culinary landscapes. New propositions, Trader – a coffee offer which underpinned the foundation of Willis itself by denoting Est 1828 and Baked by Natalie – a patisserie brand inspired by a much-loved employee – were just two of the ways we reached out to Willis employees.

Global in its outlook but personal by nature, we were able to create something relevant but also meaningful.

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Such a powerful and personal philosophy deserved a proper showcase. We delivered Baked by Natalie macarons, personalised IPA bottled beer and a selection of specialty items handmade for Willis in a galvanized metal casket. A simple but visually effective way to highlight the tailormade credentials of what Willis could expect from working with us and Restaurant Associates.

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Clarity of thought is often the secret to unlocking better ways of working. Wildfire’s refreshing approach helped us to quickly get under the skin of what made Willis unique and was invaluable in informing our ideas.

Victoria Murray.