BrandLogic and Chevron recently received two awards for their collaboration on Chevron’s Brand Center intranet site. This site was designed by BrandLogic, the leading independent brand consultancy, to provide Chevron communications professionals with everything they need to produce high-quality, branded material in adherence to brand identity guidelines. In addition to brand guidelines, files, and templates, the new site offers tools to help authorized users create ads online, find the correct logo for any application, and share their designs with co-workers. Further, the site offers users a rationale for following the guidelines, and helps give individual users a greater sense of how their efforts combine with fellow employees in consistently delivering the Chevron brand message across all communications.
Chevron Brand Center and the e-mail game that heralded the site scored the iNOVA Gold, as well as the iNOVA Grand Award for the Best Overall Intranet Site. The Grand Awards were selected from the top scoring Gold Winners. iNOVA is the industry’s only international awards show dedicated to recognizing and promoting overall achievement in creative design, written content, and functional performance of corporate Web sites, and is the world’s premier competition honoring excellence in corporate Web sites. Over 230 entries were received from 12 countries.
“This prize endorses all the hard work put into a site’s creation and development,” said the competition’s founder, Reni Witt. “Winning an iNOVA Award is a tribute to the creative team which does outstanding work.” Web sites were evaluated for content, design, and technology. Preliminary judging was carried out by more than 40 Web developers, designers, site builders, and interactive media specialists.
The site also received a Silver Award from the League of American Communications Professionals (LACP) 2007 Spotlight Awards. The LACP, based in San Diego, has more than 30,000 members.
“The Chevron Brand Center re-launch proves to be remarkable in light of the tremendous competition,” said Christine Kennedy, LACP Managing Director. “More than 900 entries were received. Overall, we find this (Chevron site) to be superb, earning a total score of 95 out of a maximum 97 points. The first impression presented by the Chevron site is superb while the narrative and visual design are both excellent. We find the level of creativity exhibited to be superb, which is supported by superb message clarity. In summary, we congratulate the entire team involved. We also classify this entry as being among the top 100 of all communications materials (regardless of category) judged by LACP this year.”
Individual LACP judges added: “The visual design is commendable. Definitely a cut about the standard.” and “High-caliber narrative. Great showcase in writing.”
Stepping on the gas to rev up brand identity guidelines
The Chevron Brand Center site was designed to be a highly-customizable personal reference for daily branding activities, and an accessible information source to help facilitate communications with customers, partners, and fellow employees about Chevron and its identity. The site provides information, resources, and tools to express the brand effectively across almost every touchpoint – from signage to business cards to advertising – including templates, guidelines, downloadable resources, FAQs, merchandise-ordering links, and more. Helpful, custom-built tools like Build an Advertisement or the Logo Chooser make it easier to implement the identity system accurately.
The site was re-launched by an e-mailed Brand Game, designed by BrandLogic. The interactive game reinforced the value of branding and led employees to the new Brand Center site. The e-mailed game had a viral element as well, as it enabled players to compete with fellow employees, building excitement in the days leading up to the re-launch. “I like the game as an introduction – great job ‘breaking the ice’ with users and underscoring the value of a brand,” said one LACP judge. “The work really exhibits top production values. Definitely adds to the perceived relevance and importance of the material.”
Brand Ensemble provides the building blocks
BrandLogic is often asked to develop specific programs that illustrate the importance of the brand and identity management tools. The company has assembled a team with diverse creative, technical, and project management skills that can quickly and efficiently develop and deploy identity assets and specifications. Further, BrandLogic can establish an interactive platform for content management, asset management, employee and vendor education, and ongoing communications.
For more information on how BrandLogic can help your company assess, revitalize, launch, or re-launch new or existing brands, please visit: www.brandlogic.com