As the client's Business Resource portfolio evolves from a hierarchical system with branching networks into a flatter, more equitable and equal Employee Community portfolio, the needs for this collective identity system shifted with the strategy. These changes would go beyond simply cosmetic, but are integral to the way employees think about and engage with the community. Initially, this creative challenge was given by the client to an external agency to solve, but after months of work, it was clear that their work neither connected to the existing employer brand systems nor was scalable. So the client's senior leaders turned to my team to turn around the project, and ensure greater alignment was achieved with existing master, employer, culture, and TXG brand systems, and greater parity across the 12 new employee groups—while making certain that each population felt their distinct identities recognized and demonstrated. What follows are two approved design explorations that are now in development for style guidance and activation.
