Corp. Rebrand Overview
Leader in the revamping the brand, building marketing collateral, and strategy.
Overview
Development slightly new narrative and revamp of branding that combines client's vision with services from a global security and travel solution agency service for the communication/brand launch.
100%
Global Coverage
3
Integration of 3 entities; travel, benefits and security
1
Integrated Technology Platform
Objective/Goal/Target
Translate company program/app visually and how it can transpire into symbolism.
Proof Points
What needs to be communicated
• Domestic and international travel coverage
• A "one stop shop" app
• We want to provide the best level of travel
support to our employees in order to better live
our value of supporting our people.
Brand Ecosystem
Brand Name
Iconography
Tagline
Name established
Ecosystem
Relation to Maslow's Law of Heirarchy
Self-Fulfillment
Respect, Status,Prestige
Acceptance, Love, Friendship
Safety, Security, Stability
Food, Water, Health
Physiological
Self-Actualization
Esteem
Belonging
Safety
Through iconography and
strategic verbiage, Emerson
Compass can further
communicate the idea and
promise encompassing
travel, security, and benefits.
4 Types of People:
Visual
Auditory
Reading & Writing
Kinesthetic
Key Areas of Consideration:
Although Brand Name has been established, it's still crucial to have an 'Identifier' (Symbol/Logo). Also, keep in mind that taglines have the ability to further capture the essence, purpose of the corporate initiative.
Communication + Design Strategy
The Strategy (Word / Identity / Feeling Connections)
Goal: Connect words, identities, and feelings with “Security + Travel + Compass”
further facilitate the company “language” for this project
Security / Support (Duty of Care)
Travel
Global
Tool
Protection
Support
Reassurance
Guide
(All in one) Service
Expanded
Free
Unlimited
Useful /
Usability
Reliable
Warm & Fuzzy
Resilient
Solid
Fearless
Invulnerable
Relief
Calm
Balanced
Well-being
Confidence
Successful
Boundless
Rewarding
Supported
Assisted
Walked Through
Hand-held
Secure
Foundation
Complete
Unity
Connected
Example (Altered for privacy purposes)
Goal: Consider possibilities connected to iconography (icons/imagery) to further translate and support the message.
Strategic Imperatives
GUIDING YOU EVERY STEP OF THE WAY
A tagline/slogan can further solidify the message of “travel, security, and benefits” that may not be as transparent as the name itself
As a stand alone, not disruptive of current branding.
Opportunity for Discussion:
Potential stand alone - identifier.
Could further building on the identity of the brand
☐ Brand (Revamp | Brand Amplification)
☐ Growth (Win generations)
☐ User adoption/Utilization/ Improved Internal Comm.
☐ Experience (Digital as differentiator | Experience
beyond Digital | Client Journey)
Distribution Channels
1. App/Program Hub
2. Global Travel Page
3. Company Home Page
4. Employee Benefits Page
5. Global Security page
7. Resource Groups Pages
8. Microsoft Streams