Objective
In early 2021, FedEx launched a new brand positioning, which included updates to its brand personality, writing & tone guidelines, and visual identity. They were looking for a scalable and consistent way to continue educating team members of all levels on brand basics—including vision & personality, writing & tone, style guidelines, and strategy on how to engage with their team through brand experience journeys.
Solution
An interactive and inspiring web experience that introduces brand concepts, the FedEx brand (and its history), how to use the brand, and how to use theFedEx Brand Site. The site also highlighted stories of how customers and employees have taken part in creating positive FedEx brand experiences and allowed FedEx employees to share their own personal experiences.
SERVICES PROVIDED
Strategy
- Brand + Market Research
- Competitive Analysis
- User Research + Insights
- Learning Needs Assessment
- Creative Approach
- Engagement Strategy
- Gamification Strategy
- Content Strategy
- UX Strategy
- Evaluation Framework
Creative
- Brand + Market Research
- Competitive Analysis
- User Research + Insights
- Learning Needs Assessment
- Creative Approach
- Engagement Strategy
- Gamification Strategy
- Content Strategy
- UX Strategy
- Evaluation Framework
Execution
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