AOL

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