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.
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 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.
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:
Finally, we designed and introduced a communications framework to effectively convey those values across all internal channels (selected excerpts).
Design Collateral: EVP Pull-Up Banners
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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