Southern Company
Southern Company recently went through the rebranding process. As a result, there was a need to educate employees and vendors on the new Southern Company brand while leveraging the long time equity of the Southern Company name. To achieve this, we created a digital, web-based tool that introduced the new look and feel of the brand in such a way that resonated with our audiences. It served to educate our audiences on the new brand standards and ensure those standards are maintained over time.
This site also provides templated materials and rebranded graphics available for download.
Challenges for the user
- Employees had no context or understanding of the new brand.
- Immediate adoption of the new assets were needed company wide by employees and vendors.
Solutions for the user
- We excited the employees about the new brand in order to empower them to utilize the new assets.
- We made integration of the new assets seamless by rebranding the entire intranet to match.
- The site leverages bright colors and, photography that updates upon each refresh to bring a sense of progress.
Challenges for the content creator
- It is important to clearly define the limitations while inspiring users to be creative with the new assets.
- It is almost important to create clear segregation between the guidelines and the asset library amongst 19 operating companies, each of which have different assets and requirements based on their business needs.
Solutions for the content creator
- I utilized illustrative examples throughout the content in order to reinforce proper usage
- I separated out the downloadable content into its own sortable section per operating company in order to make it as easy as possible to locate.
*This site was awarded the 2017 Communicator Award of Distinction
