Employees need to feel a similar emotional tie to your business as do your customers. Consequently, Human Resources (HR) decided they wanted to relaunch the Employee of the Quarter program with a complete brand refresh. The program was entirely overhauled and included many great perks for internal employees who elicited what it meant to “live the brand.” The logo needed to be paired down to the bare minimum, as the brand guidelines no longer allowed for programs or products to be sub-branded. As a result, a basic letter form “word mark” was acceptable. The designs were meant to include themes of excellence, recognition, elevation, and positivity. The concepts that were presented were immediately acknowledged by HR as “very creative” and a winner was chosen for the relaunch in short order.