Employee Community Brand Refresh

As the client’s Business Resource portfolio evolved into a more inclusive Employee Community model, the need for a refined collective identity system became evident. While an external agency initially led the project, it soon became clear that their approach lacked alignment with the broader brand vision. Senior leadership then turned to Booz Allen to reframe the direction, ensuring a seamless integration with the master, employer, culture, and TXG brands, while honoring the unique identities of the 12 new employee groups. Presented below are two approved design explorations, now in development, to guide style and activation.