The Compass design team produces hundreds of logos every month for their agents. Originally each region was setup to operate individually provided an inconsistent process throughout the country. Myself and a team of dedicated designers overhaul the whole logo offering service. This process included numerous nation wide audits, template revisions and additions to the process. The end result being a streamlined system with all of the companies agents receiving the same service, same finalize package and same experience across the country.
Step One : National Audit Step Two: Full Analyzation Step Three: Process Creation Step Four: Testing Period Step Five: Training and Rollout
Process Logos and Branding Team Organization
Design Lead Heather Hannay Support Team: Kelli Matheny - Design Lead Justin Jackson - Designer Hannah Tsvayberg - Designer Noel Danelius - Production Designer
Step One: National Audit
Upon starting this project, the first set that my team underwent was doing a large scale national audit. Reviewing in-depth each individual step that 7-10 regions did during their logo offerings, we gathered information such as percentage of regions doing project kick-off meetings, specific rounds of revisions and how each region exported logo packages.
We worked with National Operations to define a specific process (seen below) on how our design team was to integrate with marketing as well as the agent themselves.
Step Two: Full analyzation
After completing the national audit, my team met to do a complete analyzation on what aspects of the audit was the most beneficial for the team, workload and business outcomes. We pulled specific elements and refine areas of the process that could be modified, eliminated or enhanced.
Step Three: Process Creation
This step was one of our longest periods, as the team gathered all of the data and began to place it into action. We began at the beginning reviewing our kickoff meeting process and the information we receive from agents through our agent logo workbook (example). The team then explored the improvements we could make to the presentation deck and how we could create a customizable presentation yet still keeping it streamlined and unified for all designers to provide the same level of customer service to our clients. Finally our export process we evaluated what each individual region needed on a regular basis in regards to file types and talked with our most popular vendors to see any specification that were needed from their end. Creating a easy to navigate and user-friendly export package, we added in a logo guideline for our agents as well as additional resources such as a vendor guide and social graphics.
Step Four: Testing Period
The testing period lasted 1-2 months, we monitored all logo projects that were coming in through the request queue and reached out to the designers on those projects and requested them to participate in Beta Testing. We gathered feedback about any adjustments that were needed and any areas that were extremely successful and saved time and resources.
Step Five: Training and rollout
Our training process was a multi-tiered system. The first sessions were with the National Design Team, we did a walkthrough of the full process and what to expect from a design standpoint. The second sessions were with the Creative Resources Team and how the process might differ slightly in regards to assigning approvals and where we were able to shorten timeframes. The last and final training was with the Marketing Teams across the national, we did a total of 9 one hour training sessions that reached hundreds of Marketing Associates. We showcased the presentation, reviewed the new deliverables that they would be receiving, and discussed any questions that they had.