The Problem
Just before the pandemic, Nav’s VP of People reached out and asked for me to help them develop the messaging, tone, employee profile, and look for their Employment Brand. Their culture was full of energy, aspirations, and individuals that called themselves Navericks. Their career website, though chaotic, aligned on one common message… being a hero for those that struggle to understand and receive funding for their endeavors. Nav positioned itself strongly in the market, as a service, to small business owners but wanted help to find a voice to speak to for their employees and to future hires.
They were looking to invite potential candidates to see behind the curtains and understand the values, behaviors, and connections that are behind the Nav brand.
Concept/Brainstorming
I formed a small team of graphic designers, a developer, a brand strategist, and a cultural curator to research and ultimately develop the employee’s story. In our search, we uncovered some highly important components of their corporate brand (shown above) while using internal employee surveys, creative projects the teams were working on, and a single page from their career website. We felt this page began to share the personality of their culture:
We pitched “This is the way” with an emphasis on the journey as the inspiration.
The Outcome
This ignited some great feedback and responses, which lead to creating an Employee Value Proposition (EVP) and brand framework that resonated with the employees and remained true and influential during the pandemic.
Check out Nav’s career website to see how our work influenced their designs: https://www.nav.com/company/careers/