Building the Branding

Context

Our client was massive Fortune 500 electronics company that had been around for several decades. As a result, many of their processes and assets were outdated, and there was a dire need for enterprise-wide change. But for a company so stuck in its ways, transformation was going to be difficult; it would need proper change management to focus on understanding the user’s needs, while also educating them and gaining buy in for the changes to come.

As the topic of change began to surface, it was met with a lot of skepticism. Our users did not understand why we were going through an enterprise-wide transformation, and were resistant to the essential change. BI Open Days came to existence when we asked ourselves, how can we as a BI organization better educate our users about the importance of business intelligence and analytics in order to garner wide-spread support for the data transformation?

The Design Process

As a part of the planning team, I took sole responsibility over creating the event branding and marketing materials.

My idea for branding BI Open Days began with TERA. There were many aspects of the TERA branding that I wanted reflected in the branding for BI Open days as well, particularly around empowerment and simplicity. But most importantly, I wanted to create consistency between all of the programs and content coming out of our BI organization so that our users would know instantly what BI Open Days was about.

If you look at our program logo for TERA, you will notice that we adopted a hexagon shape. The TERA logo is just one part of the overall BI & Analytics capability brand, where all other logos can fit together with the TERA logo to form a hive. This concept of a hive that bring connotations of togetherness, productivity and unity reflected what our BI organization wanted to achieve perfectly—unity between the different programs towards a common goal.

Up until then, our end users had been exposed to the different logos from the BI programs, forming an association between hexagons and BI. It was important hat the design for BI Open Days carried over the hexagons, so users could easily recognize that this event was relate to the BI organization.

Event Summary

Overall, we had 163 participants across 12 teams. Many gave testimonials about the effectiveness of the event in providing valuable information that could be cascaded down from managers to their teams, as well as generally providing clarity about the data transformation and changes to come. As it was a hit, our planning team put together a event package so that BI Open Days could then be repeated across the globe at different hub offices, expanding the reach of our efforts and increasing understanding throughout the enterprise.