Process
The Coca-Cola Company’s (TCCC) Career Development Framework was evolving, and they tagged Mind Gym to help with the transformation.
To amplify the significance of TCCC’s program transformation, the design team created a unique internal-facing brand, Thrive. Creating Thrive involved a rigorous process of research and strategy, and the development of a package of brand assets, guidelines and applications.
Research & Strategy
We started with a stakeholder discovery session to identify project’s objectives and parameters. I synthesized that client-provided research to craft the brief and articulate the strategic brand purpose and values. This served as a foundation for all the creative work that followed.
Naming & Concepting
After defining the strategy, we mobilized a team of designers to develop the brand. We explored a broad range of naming and visual directions that expressed the brand values. Through iteration and refinement, a set of names and visual directions were proposed.
Finalization and brand guidelines
Working with TCCC, we selected and finalized the Thrive name and the design direction. We delivered a set of pixel-perfect digital assets for the TCCC team to start using as well as a detailed set of brand guidelines.
Communications Plan & Applying the Brand
With the brand structure in place, I created a plan for the brand launch which outlined the story and channel strategy to achieve audience engagement and impact. Our design team then created the supporting assets including interactive toolkits, coaching presentations, emails, virtual backgrounds and more.
Comms plan
After a discovery session with the client, I built out a comm plan for the brand launch and beyond. Taking into consideration comm objectives and current communication landscape such as successful delivery channels for various audience segments, I suggested comm pieces that would support the brand launch.
Applying the Brand
Mind Gym developed some custom sessions to support learning and development initiatives at The Coca-Cola Company. These take format of coaching sessions with relevant handouts. We also produced communication pieces that supported the brand’s launch such as launch emails, team backgrounds and more.
