AOL was kicking off a recruiting and culture development project aimed to attract and retain amazing, talented people who are motivated to reinvent the way that people use the internet. The project consisted of creating a brand book and interactive app aimed to inspire and unify the vision of current and future employees.

Work included:

  • Mission statement
  • Aspirational tag line
  • Prescriptive statement about what AOL is doing
  • Witty and energized style guideline
  • Aspirational goals that unify the motivations of AOLers
  • List of single word values along with action statements to show the application of each
  • Letter from the CEO presenting the new voice and messaging for AOLers
  • Structure a vision for the final products
Skills:  Brand expression, Copywriting
AOL | Dana Holmes Media