For context, Slalom is an 18 year old company, with 7000 people. Although the majority of the 30 offices are in the US, Slalom has a presence in the UK and Canada, with hopes of expanding globally in the next decade.
The first and largest area of focus was refreshing, and consistently applying the visual language and messaging across the entire company. It's been an ongoing process, but has ultimately culminated in a style guide, which became the foundation for our execution of all brand assets and extensions.
One specific deliverable was the Slalom Brand Field Guide. The purpose of this booklet was to familiarize consultants with the new brand, particularily the messaging. We included some additional visual guidance as well, in the hopes that consultants and marketers across the company would discontinue the use of script typefaces, yoga photography, and multiplied blue gradients applied to close-cropped photos of hands resting on keyboards.
The website was one of the largest and most public applications of the brand refresh. We partnered with Grizzly, a creative studio in San Diego, and worked collaboratively to create a modular system that would reflect the company's new visual direction, while providing a clean framework for the content on the site.
As a shoutout, Amy Henson, our Associate Creative Director, did an incredible job of rethinking the experience from a task-based perspective, and creating an intuitive experience for a company offering a wide variety of complex services.
With the foundational brand work completed, our small team turned our attention towards campaigns supporting some strategic objectives from the execs. Our campaign "Redefine what's possible" pointed back to work around data and analytics through paid promotion on social media and other advertising.
Slalom on Air is Slalom's internal podcast featuring cultural content about life at Slalom, learning lessons from client engagements, and top stories for sellers and consultants to familiarize themselves with. In addition to working with the developers of the white label app, I worked with our leadership team to provide a framework for the different types of content, as well as refreshing the identity to align to the new Slalom brand.
Slalom attends and sponsors about 10 events every year. In the past, the booth experiences have been somewhat inconsistent both visually and experientially. Moving forward, the team has been making an effort to align the event branding with the refreshed brand. The "Moonshot" event series features an interactive presentation, partnering with AWS, Snowflake, and Tableau to provide insight into what a modern cuulture of data can look like. The theme of the event references the 50 year anniversary of the Apollo 11 mission. I took the opportunity to dig through images and inspiration from NASA's logs, and to build an identity that was derived from and inspired by the technical drawings and imagery from the mission.
The Slowdown is an experiment of the Studio that produces insightful branded content featuring the surprising ways tech, creativity, and culture converge. I was brought on as the art director, designer, and illustrator for the project, for both the digital and print format. I began with research, mood boards, and pitch decks, and ultimately created a system of illustration and design that was intended to be both wildly different, while simultaneously cohesive. Check it out.