Role: Brand Partner / Creative Director & Copywriter
AIA needed help with their internal communications framework which had become a bit of a tangle over the years. So they brought us in to help them distill their values and EVPS down to the essentials, then work together to inculcate those values into every last member of the organisation.
Because there were a lot of disparate elements, we needed to create a framework to hold it all together. We called this framework the Feel Good Framework. We also tidied up the strategic pillars and defined more clearly each EVP so that they had reason to exist under the new framework.
We visualised each quality and attribute, and reimagined them as assemblage logos for the refreshed corporate identities.
Technical bit of things aside, we knew that we needed to speak to the audience at AIA. We envisioned a future for AIA as a workplace to be proud of, where employees could be happy, motivated and fulfilled. So we came up with a manifesto.
(selected excerpts taken from the AIA HR Brand Guide).
We then translated parts of the manifesto into visuals that could be turned into campaign collateral.
Once it was all in place, it was cinch for HR to come up with different forms of activations to seed messaging and watch the transformation happen.
Thanks for reading. If you have any questions or a similar project that you need help with, feel free to drop me a message.
Thank you!