Everybody in. When the City of Seattle was ready to replace its longstanding HRIS system with one that was more functional and mobile-friendly, project leaders had to communicate to everyone the project would touch—meaning virtually all of the city’s 14,000+ employees. We developed an internal brand for the effort—including positioning, a name, a tagline, and a logo—that provided a frame for communicating to multiple audiences while also building enthusiasm and a sense of inclusion. 

 

Living color. The project name and logo convey a sense of coming together in common purpose.The circles in the logo mark suggest an object coming into focus, with multiple colors representing the diverse roles and backgrounds of city employees. Logos don’t always work as art in their own right, but we found that this one extended beautifully to posters, apparel, and more. 

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The digital and the tangible. After developing the brand’s typeface, photo library and standards, we brought it all to life in two and three dimensions—on the project’s Microsoft SharePoint site, in a brochure and video, in presentation decks and email newsletters, and on colorful swag.