Sonoran Spirit

Blue Yonder global brand Launch

Creative strategy and global creative leadership

Challenge

Meet a global launch schedule that would weaken even the strongest of knees, while creating a strategic plan for post-launch activation so day-to-day operations would be minimally affected. 

Solution

Pre-launch activity focused on creating a brand "toolkit" of communications that associates could access on day one via the brand asset site. Post-launch activity focused on individual, team, company, and external vendor training to ensure immediate and short-term understanding and adherence of the brand was followed. Longer-reach plans included new-hire training, monthly brand reviews with internal and external creative resources along with a yearly brand reviews to assess and reevaluate agency partners as needed.  

Results

  • Inspired and trained global associates and Brand Ambassadors on new brand meaning, usage, and purpose, decreasing time-to-adoption across all business units.  

  • Aligned external partners and agencies to new brand, driving consistency across otherwise disparate teams. 

 

  • Optimized brand impact, creating a systematic and seamless experience across every customer touchpoint. 

 

Creating order before chaos reigned. 

© 2020 Ross West Creative