Through surveys we learned that our partners found working with us to be a mixed bag - from processes to outcomes.

This data gave our team permission to have honest conversations about our culture. From our partners feeling uncertainty about submitting and the handling of urgent requests, we knew that it was time for transformation.

We started by identifying our team's vision, personality and values. Once we gained clarity on who we are, we then focused on a symbol that would encapsulate our strategic and executional aspirations.

Click the video below to see how we inspired the team to select the future Experience Design & Innovation team logo.

The benefits of co-creation

Having full autonomy from our leadership, we collaborated smartly to define, refine and truly understand our team as we truly are:
Experience Design & Innovation (ExDI).

The balance of brand

From a hundred logo concepts we voted on a mark that combines organic and geometric concepts. The upward right facing chevron inspires forward thinking while the darker chevron uses optical illusion to give a sense of the creativity that is often in the shadows of the work.

ExDI Brand Matrix

imagine. create. transform.

Once we understood who we are, we had to start defining how we work.

We created the imagine.create.transform. methodology (I.C.T.) as the foundation of the ExDI team. Each of the three phases contains strategies and tools that guide better creative practice.

Not only does I.C.T. act as a 'menu of services' for our partners, it also allows us to conduct gap analysis surveys to indicate how we can improve our phases and practices.


Next steps

With our team defined through brand guidelines, strategies and processes, we plan to reveal our transformation to the entire Member Services division in September.

We're very excited to tell the division about our team transformation and the new processes in place that will drive better collaboration.

Team personality traits