Guiding Principles
Internal Values Campaign
Brief
Problem:
A large team does not possess a cohesive identity or values. The department environment is sterile and corporate.
Solution:
Design a visual campaign and create a set of marketing collateral to promote guiding principles to employees.
The visual design will facilitate joy and enthusiasm, while the tangible elements will improve the environment and give team members a sense of ownership of the values.
Opportunity:
Design a wide-ranging series of print products with increased creative license over the company's standard guidelines.
Goals:
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Keep team members engaged and invested in values and goals.
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Create a brand that is simple, accessible, and flexible.
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Design multiple product options for stakeholders.
Role:
Creative Direction, Art Direction, Design
Year:
2019
Category:
Internal Campaign
Direction
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Early conversations with the stakeholder identified the primary needs of the design—to be simple and engaging. Four principles were provided as necessary messaging, each with three sub-principles.
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A variety of tangible products were needed for both the environment and individual distribution. The products should provide a sense of autonomy and be useful to employees.
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Information from stakeholders and all direction decisions were documented for stakeholder approval and design reference throughout the project.
Design
A primary icon was selected for each principle. This iconography, combined with the existing style sheet and text for the principles and sub-principles, was used to design posters, calendars, magnets, stickers, pens, and notebooks.
