The ACE Awards are an annual associate recognition program that awards high-achieving and ambitious individuals. The program provides a premium off-site experience to the winners. The project's needs focused mainly on the redesign of the logo and a refreshed visual identity system that gave it a more elevated look and feel. The system was to be used across all associate touchpoints—in all communications and branded materials.
The current branding didn't properly live up to the "premium-level" experience the new program leaders were hoping to achieve.
Create a new version of the branding that both enhances the associate perception of the program and matches the premium-level of experience for the off-site event. The stakeholders initially wanted something completely new.
Although the stakeholders requested that the branding move into a direction they've never seen before, I saw value in exploring iterations that gave some semblance to the original design. Since this program has an existing reputation throughout the company, it would be more strategic to maintain a visual connection to the previous logo.
Through several discussions and presentations, the stakeholders decided on the logo that held some visual connection to the original. I then built out a system to complement the final logo option—using colors and design elements that emphasized the modern and simple aesthetic of the logo.
Deliverables included: Name badges, welcome kit + card, Zoom backgrounds for virtual attendees, and other event print materials.
The new identity proved to be adaptable enough to include changing visuals that match the theme of the annual event. Below are examples of how the system can be utilized to alter the program storyline each year.
