Thinking CreativeHow Strategic Internal Communications Can Transform Trust Culture
A Thinking Creative Case Study, Delivered by Thinking Solutions for Education
As multi-academy trusts grow, maintaining a strong, unified culture becomes increasingly complex. Staff are spread across multiple sites, organisational change accelerates, and expectations around transparency, engagement, and staff voice continue to rise.
Without a clear, strategic approach to internal communications, trusts risk fragmented messaging, disengaged staff, and cultures where values are stated but not consistently lived. Leaders often recognise the importance of communication, but lack the capacity, systems, or specialist expertise to deliver it in a structured and sustainable way.
The Thinking Creative Approach
Thinking Creative, part of Thinking Solutions for Education, supports trusts to design and deliver internal communications strategies that actively build culture, strengthen engagement, and support long-term people strategies.
This approach was developed and embedded within Thinking Schools Academy Trust (TSAT), where internal communications were identified as a critical lever for cultural cohesion and organisational growth.
Led by a central communications function, the strategy focused on moving internal communications from reactive information-sharing to a proactive, employee-centred system that connects people to purpose, values, and each other.
Designing a Culture-Driven Communications System
Working closely with trust leaders and staff, Thinking Creative implemented a series of structured internal communications initiatives designed to scale with the organisation and respond to staff needs.
Centralised Internal Communications Platform
A dedicated intranet platform was launched to act as a single source of truth for staff. This made key information, updates, and resources easily accessible, reducing reliance on email and improving clarity and consistency across the trust.
Transparent, Values-Led Messaging
Regular trust-wide communications were designed to reinforce TSAT’s mission to Transform Life Chances, ensuring staff understood not just what was happening, but why. This helped build trust, alignment, and a stronger sense of belonging.
“By ensuring transparency and frequent communication, we’re not just sharing news — we’re building trust and a sense of belonging for all.”
Lauren Wilson, Head of Marketing and Communications
Structured Staff Voice and Feedback
To strengthen two-way communication, the trust introduced regular feedback mechanisms, enabling staff to share insights, raise concerns, and contribute ideas. This ensured communication remained responsive and grounded in lived experience.
Leadership Communication Capability
Recognising that culture is shaped locally as well as centrally, communication training was introduced for school leaders. This equipped them with the skills and confidence to support their teams effectively and reinforce trust-wide messages at school level.
“To deliver our People Strategy long term, communication has to be adaptable, valued, and attuned to the evolving needs of our staff.”
Janina Villalta, Director of Strategic Delivery
Impact and Outcomes
The introduction of a strategic, centralised internal communications system delivered clear cultural and organisational benefits:
Staff reported increased clarity, connection to trust values, and confidence that their voices were heard.
Open dialogue and visible leadership communication contributed to higher levels of engagement and a more supportive working environment.
Consistent messaging and improved communication capability at all levels strengthened coherence across schools.
In September, TSAT was shortlisted by Investors in People for UK Employer of the Year and the Award for Employee Engagement, recognising the trust’s commitment to staff voice and people development.
Why This Model Works for Other Trusts
This case study demonstrates that internal communications, when treated as a strategic function rather than an operational afterthought, can become a powerful driver of culture, engagement, and performance.
The success of the approach lies in:
- Central coordination paired with local leadership ownership
- Clear systems that reduce noise and confusion
- A consistent focus on staff voice and lived values
- Specialist communications expertise embedded within the organisation
Developed within a live trust environment, this model is now delivered by Thinking Creative through Thinking Solutions for Education to other trusts seeking to strengthen culture, support their people strategy, and improve organisational resilience.
A Transferable Solution, Delivered by Thinking Solutions for Education
Thinking Solutions for Education works with trusts to design and implement internal communications systems that are scalable, sustainable, and tailored to their context. By building strong central capability and empowering leaders locally, TSfE helps trusts create cultures where people feel informed, valued, and connected.
If you would like to explore how a strategic internal communications model could support your trust, Thinking Creative can help.
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