![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/bd7b3dd0-3884-4d5e-b459-1f9224fc873b_rw_1920.png?h=0a70a7f44781638bf7acb03cff6d92c6)
Introducing New Values In a Memorable Way
In 2018 following our acquisition by WellCare, our team was tasked with proposing ideas for a visual campaign with the goal of introducing our new company values to the rest of the organization.
To accomplish this, teammates and I brainstormed ideas to make sure it was both eye-catching, easy to understand, and memorable.
Step #1: Creating Eye-Catching Imagery
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/23dc2484-9c5f-4224-af2d-39041c68c543_rw_1920.png?h=2848d9ec09adb44e82786ad29d0f28ae)
Our first task was coming up with ideas to represent each of the four values: Partnership, Integrity, Accountability, and One Team. Using our internal color palette, I explored four different art styles and concepts to propose, which included: Valiant Super Heroes, Playful Learning Characters, and Icons in both a modern gradient style and flat, line-based art. Ultimately the line-art style was chosen for its strengths of being identifiable at smaller sizes, as well as it's flexibility to be used for different company projects.
Step #2: Focusing on What's Important
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/95facd8d-3f38-4c7f-b677-756bfac9b6fd_rw_1920.png?h=467060f3a9e5450f619cf481dd140591)
A problem we faced in the beginning of this project was the length of the descriptors of each value. With some of the descriptions reaching over 20+ words, I wanted come up with a solution to make each statement more digestible. To solve this problem, I focused on the core message of each value, borrowing their verbiage, and created typographic designs to effectively communicate the core statement of each message.
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/03836cd2-1838-447b-9643-b81102955e3b_rw_1200.png?h=10c6df56fa9c8085a994c8682fc10875)
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/1d49be4d-2e9e-43b2-9b2d-3940b89b6706_rw_1200.png?h=52991fd8ee10c21851e7d218e527d7e2)
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/254bfe1e-0d8b-4b3b-b37e-a8346a8d15f6_rw_1200.png?h=3199c38cca6115ed64581535df35471f)
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/4c3bb857-41a9-4491-a98b-94d10ebdde3d_rw_1200.png?h=9cd7a6a8b07ab66d215b7efbfcc3b3f8)
Step #3: Making it Memorable
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/be205326-9c0d-46c9-8fb5-a86fe6966198_rw_1920.png?h=2a1a7936953dd05559ed56930ca6ff7a)
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/5bbd7932-3187-4504-b806-d2e5cfa31e7d_rw_1920.png?h=aacf54276e75458d4d73ef210ff1c1c2)
Finally, with a design identity set, it was time to move to the final stage of the project. To introduce our new values to the rest of the company, we planned a large rollout of materials and branding that would be set up over the weekend and be ready for all eyes when they walked in Monday morning. These materials included pop-up banners, floor stickers, wall/tv graphics, email banners, and desk drop items.
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/c91ce2bd-b96e-4038-a5de-47455eac37f5_rw_3840.jpg?h=e9f25ec3f694beee4f94f70ab9f2eeca)
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/7b0165cf-c1dc-40c9-a4b5-8115112b27a2_rw_3840.jpg?h=19cd7bfce786491adbd4a05810933d3b)
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/fd19d22d-9424-44c0-82fe-91943fb6cd9a_rw_3840.jpg?h=0bad5f17608765e36420d730c0938d97)
![](https://cdn.myportfolio.com/fad88302-c29a-4bdd-96ce-ee30726c1b29/46cde19c-4d78-432b-86cc-385ef84b05b5_rw_3840.jpg?h=e5e194ac53ab5cebec7abdca2e284089)
Interested in working with me?