Brand Affinity
I contributed, managed, and produced Expeditors’ brand and content identity for over 6 years. From strategy to voice to design, I had a role in nearly every piece of video content that was published in that time.
The first hurdle was creating a dialog with stakeholders who were unfamiliar with content creation. The key challenge was to help foster understanding. Granularity and depth of content can sometimes have a negative impact for an audience. I developed this chart to help facilitate a dialogue.
Educating our stakeholders
We found that our team was being heavily impacted by changes late in production. So I moved to help our stakeholders understand the step by step process of creating a video and the impact changes had to the production timeline.
setting expectations
Creating content
From there, we just turned our team into a content creation machine.
Nailing the voice
Expeditors brand is all about being an authority in the industry and ultimately demonstrating trustworthiness. So the content we create focuses mainly on education, information sharing and expertise.