Role
Initiative Lead (Acting Creative Director)
Platform
Zeroheight
User Impact
200+ Monthly Visitors (vs. 100+ Annual Downloads of PDF)
The Challenge: Education and Accessibility
With the firm's brand continually evolving, the previous static, print-focused PDF guidelines created two core problems:
+ Low Adoption: The large, inaccessible format discouraged employees from engaging with the guidelines, leading to widespread inconsistency.
+ Lack of Trust: Without version control or a clear "single source of truth," employees were unsure if they had the latest information, resulting in off-brand work and constant requests to the design team.
The primary objective was to find a way to utilize existing company tools to create a scalable educational resource that encouraged self-service and enabled 2,000+ employees and partners to confidently use the brand.
My Strategic Solution: Building a Digital Hub
I conceptualized and led this initiative from pilot to launch, acting as the internal Creative Director, Product Owner, and Educator:
+ Technology & Vetting: Partnered with Internal Technology (ICT) to vet and select an existing internal platform based on rigorous criteria, prioritizing version control, downloadable assets, collaborative creation, and accessibility for a large user base.
+ User-Centric Architecture: Directed the Corporate Brand Manager and designers in developing the new site architecture. We adopted an iterative, human-centered approach, utilizing small groups for testing and repeated feedback loops to ensure maximum usability and user-friendliness.
+ Cross-Functional Leadership: Managed the deployment team, coordinating stakeholders across Corporate Brand, Corporate Communications, and ICT to launch the new standards in Q2.
+ Brand Enablement & Training: Designed and delivered an intensive internal education program, including 12+ in-person training courses and a 3-minute, on-demand tutorial. I pushed communications to leaders to drive acclimation across all 2,000+ potential users.
Measurable Impact & Operational Shift
The shift from PDF to the interactive digital platform fundamentally changed how the firm interacted with its brand, demonstrating immediate operational value:
+ Significant Engagement Lift: Achieved an instant and massive increase in utilization, moving from 100+ annual PDF downloads to 200+ engaged monthly visitors.
+ Single Source of Truth: Successfully established brand.westmonroe.com as the company's reliable and dynamic source of truth, reducing confusion and increasing compliance.
+ Cultural Change: The initiative amplified the mission to re-educate the firm, fostering a culture where employees actively seek out and internalize brand standards rather than avoiding them.
brand.westmonroe.com
