SEDE

One Team, One Global Mission

New Brand Identity Scalable Design Language Value Proposition Brand Narrative & Purpose Internal Brand Messaging
2023
Project

AWS Global Internal Team /

Sales Effectiveness & Delivery Excellence (SEDE)


Brand Identity & Narrative

Objective
To unify Sales and Delivery under a cohesive, globally resonant brand identity, fostering consistency, trust, and seamless collaboration. Position SEDE as a powerful, united force delivering exceptional, data-driven services that seamlessly connect Sales and Delivery, driving customer success. Additionally, to establish SEDE as the essential bridge, ensuring smoother, faster, and more efficient processes that directly enhance customer outcomes.

Challenges Identified
Internal Misalignment: There's a significant disconnect between Sales and Delivery, leading to inefficiencies and a lack of trust. The current perception of them as separate teams exacerbates this divide.
Inconsistent Communication: Variability in tone of voice, messaging channels, and overall communication strategy leads to confusion and disengagement.
Relevance to Teams: Both Sales and Delivery teams question the real impact of SEDE on their day-to-day activities.

No items found.
Credits
Strategy/Creative Design: John Hayward

1. Concept Ideation

Global Audience Focus
Cultural Sensitivity: Ensure brand identity and messaging resonate across diverse cultures, promoting inclusivity.
Universal Appeal: Develop a concept rooted in universal values like trust, efficiency, and customer success.
Data-Driven Insights: Use global customer data to tailor messaging that meets regional needs while maintaining a unified voice.

2. Design

Scalable Brand Identity & Language
Visual Identity: Create a scalable visual identity adaptable to various mediums and regional contexts.
Tone of Voice: Establish an authoritative yet approachable tone—human, authentic, and straightforward.
Messaging Framework: Develop a messaging framework that aligns with the global voice but allows local customisation.

3. Delivery of Finished Deliverables

Marketing Communications
Posters: Design adaptable posters that convey SEDE’s unity, trust, and efficiency.
EDMs: Craft email campaigns introducing SEDE, focusing on process simplification and customer success.
Internal WIKI Page: Develop a resourceful WIKI page offering guidance and tools to reinforce the SEDE brand.

Signage & Branding
Office Signage: Implement signage that reflects SEDE’s identity, promoting unity within the team.
Digital Branding: Extend SEDE branding to digital platforms for consistent internal and external communication.

Sales & Delivery Keynotes
Presentation Templates: Design consistent keynote templates for both teams that are aligned with SEDE’s identity.
Training Materials: Create materials that promote understanding and embodying SEDE values, enhancing collaboration.

Measurable Outcome

Increased Efficiency: Track the reduction in time and friction between Sales and Delivery.
Improved Team Collaboration: Monitor engagement and feedback on SEDE’s new identity and communication strategies.
Enhanced Customer Outcomes: Evaluate customer satisfaction and success metrics impacted by SEDE’s unified approach.