New World Workforce
Creating new positioning and branding to help transform our image as the world of work changed.
The business was in a fast-growth phase and we were competing on all fronts instead of focusing on where we could win.
We started by developing the framework to assess the current state. We assessed our brand’s purpose, position, and value proposition. We set priorities and aligned them with business objectives.
PART I: review architecture, set priorities and goals, discovery interviews, target personas
At this point, we looked at how our brand stood up against competitors. We determined how our competitors were positioned and what differentiated our brand in look and in communications.
PPART II: Discovery and audit, competitor review, cross-examine communications
Lastly, we took all of our findings and proposed new brand expressions. We developed an authentic, natural, and relevant way to speak and a plan to execute consistently across different teams and applications in order to bring it to life.
PART III: Conclusion articulation, brand expression, translation of new voice campaigns.
