BNY Mellon Transformation: Unveiling a Global Identity in the Heart of New York
When BNY Mellon embarked on a journey to redefine its global identity and articulate new employee brand values, a strategic imperative emerged—ensuring seamless assimilation of the revamped company culture and identity among its workforce. In the bustling metropolis of New York, where financial prowess meets cultural diversity, the stakes were high, and the impact had to be profound.
To achieve this, a comprehensive suite of experiential digital tools and events was meticulously curated, spanning over 100 locations across the United States and Europe. The objective was clear: immerse employees in the refreshing messaging and visuals of the brand, transforming not just their understanding but ingraining the essence of the new culture into their daily work routines and office dynamics.
The events and digital tools weren't merely informative—they were designed to be engaging and fun, ensuring a dynamic and memorable experience. Beyond the surface-level interaction, the strategy was crafted to guarantee that employees were not just exposed to the new tenets but were actively adopting them in their professional spheres.
Key Contributions:
Strategic Development: Devising a robust strategy that bridged the gap between the existing and the envisioned company culture.
Creative Direction: Guiding the creative process to ensure that the digital games, videos, events, and permanent signage were not just visually captivating but aligned seamlessly with the brand's ethos.
Execution: Bringing the strategy to life through the flawless execution of online digital games, engaging videos, immersive events, and impactful permanent signage, leaving an indelible mark across diverse locations.
This transformative initiative at the intersection of strategic development and creative execution not only showcased BNY Mellon's commitment to evolution but also reflected the vibrancy of New York City. The result was a workforce not just informed about change but actively participating in the exciting journey toward a new corporate identity.
