Objective
Expand DE&I efforts by relaunching ARG (associate/employee resource groups)
Challenge
When First Horizon needed to relaunch their employee resource groups, known as ARGs, the initial ask was to design a unique logo for each group, nine in total. The request offered a unique opportunity to elevate equity, one of the company’s core values, through DE&I initiatives. The challenge became how to support the effort without eroding the overall brand architecture.
Solution
Knowing intentional design signals importance, the solution was to carve out a home for the employee resource groups within the brand architecture. Inspiration came from the DE&I name itself – diversity and inclusion. Use of the existing visual framework of the brand made it inclusive while color, pattern and texture celebrated the diverse nature of each group.
This particular approach is what I affectionately call Destiny’s Child design.
You know what I’m referring to, right? All the costumes are the same gold lamé fabric but one singer is sporting a peplum-trimmed halter top while another wears a puffy sleeve blouse.
The ‘girl band costume-design’ approach leveraged the First Horizon Firstpower logo for the framework. Firstpower is the name of the company’s culture and has its own mark.
Diversification came to life through pattern and color depicting unique attributes of each group. Maintaining a consistent color value (density of color) ensured the nine different marks worked as a collective.
Work created by // First Horizon In-house Brand Team