Chris approached In the Middle to develop a compelling name, distinctive visual identity, and engaging tone of voice for Marston’s new Career Pathways initiative. Together, they set out to create a brand that would inspire growth, reflect opportunity, and resonate with employees across the business.
The Challenge
Marston’s wanted to establish a career development programme that felt both aligned with their brand and was personal for each colleague. The goal was to help employees see a clear, empowering progression—and to recognise that growth isn’t one-size-fits-all. We needed to craft a distinctive identity that inspired team members to see their potential for growth and development within the business.
The Approach
Co-creation sessions were held with people managers and senior leaders from across Marston’s pubs. These workshops helped surface common themes, lived experiences, and future aspirations. Career growth at Marston’s should feel as unique and natural as one’s own DNA — an evolving, individual journey, not a rigid ladder.
Impact and outcomes
The launch event had high awareness and engagement within the first week of launching and understanding the three-step pathway. Career conversations were logged and Marston’s had an increase in personal development talks in the three months since the launch. It is still in its early stage but in a follow-up survey 80% of employees said the pathway helped them feel recognised for their unique career journey.
MARSTON’S
Career pathway.
Marston’s DNA was selected to evoke individuality and intrinsic growth. Progress is more than a goal—it’s part of who we are. It’s the Marston’s way. The Career Path was broken into three clear phases—Discover → Nurture → Advance—to guide participants step by step.
Just as your DNA sets you apart, so does your career path. The Marston’s DNA programme embraces a personal approach, designed to nurture your unique strengths and ambitions. That’s why our programme offers tailored support and guidance to help you move forward—on your own terms. It’s your pathway to success.
Rollout across the business
Internal launch toolkits included email banners, manager guides, presentation decks and launch events. Workplace launch events brought the DNA metaphor to life – hands-on experiences matched DNA strands to career stories. Managers received briefings to confidently launch and maintain the momentum.
Tone of Voice
Warm, affirming, and employee-centered—focusing on each person’s unique strengths and potential.
Shape a career as unique as you are – guided by clear steps: Discover, Nurture and Advance. Marston’s DNA programme empowers you to build your career step by step. Together, we’re shaping your journey – one step at a time.
Impact: Marston’s DNA now stands as more than a training scheme—it’s a living framework that empowers every colleague to own their growth. By leveraging the power of co‑creation, visualisation, and practical structure, Marston’s reaffirmed their promise: to support individuals as they grow—brick by brick, step by step, on a career path as unique as their own DNA.
Why it worked: Co-creation ensured the pathway truly reflected Marston’s culture and employee experiences. The DNA concept resonated deeply, owning the idea of personal growth. It has a clear and actionable structure: Discover → Nurture → Advance. This gives staff simple, meaningful steps to follow. Engaging storytelling and design offered vibrant visuals and personal narratives that turned abstract ideas into lived experiences.
“If you’re looking for a creative flair from someone who can get your business, ethos and existing brand and help amplify something you’re excited to share Paul and in the middle is our contact. Paul is fantastic to work with and always comes up with creative options. Highly recommended.”
Chris, Marston’s PLC
