The APS Promise
Rewrote the mission, vision and values for the organization. Created a brand promise that would elevate the mission, vision and principles. Created a visual hierarchy to create clarity and assist employees with a storytelling tool that would unite the organization.
The Process
Identifying a problem
Identifying a problem
Identifying a problem
Brainstorm session with creative team when discover the problem: employees from different parts of the organization had different values and understanding of the company's brand.
Developing an idea
Identifying a problem
Identifying a problem
We wondered, if we showed employees these three icons, would they all tell some version of the same story?
Draft and Research
Identifying a problem
Draft and Research
After finessing some artwork, we held 20 sessions, with over 100 employees and the results were almost 100% success.
Alignment
The brand moment
Draft and Research
We then explored the meaning of these icons a bit further and organized alignment amongst the executive team.
Consistency
The brand moment
The brand moment
Created business planning and strategy templates that all executives and leadership would point to.
The brand moment
The brand moment
The brand moment
The final touch was this visual of our employees framed in this abstract outline of Arizona.