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#FeelsgoodtobeAIA

Design | Employer Branding
Creating that Feel Good vibe at AIA Creating that Feel Good vibe at AIA
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brand iconography and feels-good-aia brand elements

26TH ANNUAL COMMUNICATOR
AWARDS DISTINCTION

winning categories

Employee Publication Communications for Corporate Communications
Corporate Identity-Logo Corporation / Business for Corporate Communications
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If you think it's hard sticking to your own goals and values, try getting an entire organisation aligned with them. That was the monumental task that AIA's HR department had to tackle.

AIA logo HR Department
AIA HR Characters
objective was to help them distill their values and EVPS

Our objective was 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.

First, we needed to get into our audience's heads. We envisioned a future for AIA as a workplace to be proud of, where employees could be happy, motivated and fulfilled (selected excerpts taken from the AIA HR Brand Guide).

We are AIA and we're Proud of it
We then dived headlong into the heart of AIA

We then dived headlong into the heart of AIA, taking apart their value system and putting it back together in a way that would truly resonate with their employees.

AIA HR's 5Cs & 3 Strategic Pillars AIA HR's 5Cs & 3 Strategic Pillars
  • Create
  • Connect
  • Collaborate
  • Care
  • Communicate
  • Build
  • Enable
  • Engage

Translating these values into iconography and incorporating them into the AIA HR logo system brought the value system to life, and made it more relatable.

We then put it all together in a manifesto and came up with an internal tagline:

We then put it all together in a manifesto and came up with an internal tagline

Finally, we designed and introduced a communications framework to effectively convey those values across all internal channels (selected excerpts).

The Human Method
Create we search for possibilities

Design Collateral: EVP Pull-Up Banners

evp pu banner
EVP Pull-Up Banners
EVP Pull-Up Banners
New brand guidelines in place

With the new brand guidelines in place, employee engagement saw a clear improvement as they began forming a stronger bond with the AIA brand. Happier employees led to higher motivation, productivity, and retention rate. That future we envisioned had been there all along—it just needed a way to shine.

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