MyPath

Implementing our 5D Brand Process, we conducted workshops and interviews with executive leadership, employees, company leaders and key stakeholders. Supplemental secondary research included audits and assessments of marketing materials, internal survey data and relevant industry studies.

The resulting Brand Compass we developed became a guide for the organization’s strategic direction that included a new Brand Mantra: Part of something bigger. This became the new rallying cry by which we would establish consistency for internal and external communications, and set the foundation for a new brand identity.

With the existing company name (ORP) holding virtually no brand equity, it was time to enhance the identity with a new name to better reflect and fully encompass the nine companies. Naming became a highly collaborative process, conducting workshops and brainstorming sessions with stakeholders to ensure the chosen name made sense strategically and functionally.

After establishing a set of guiding principles for the name and several rounds of ideation, we landed on MyPath: a name that is flexible, memorable, and meaningful while speaking to both employees and the individuals to whom they provide critical services. MyPath conveys the foundational sentiment that this is a place for personal and professional growth.

We recommended that MyPath would benefit most strongly from an “endorsed brand” structure. MyPath Companies would take center stage, protecting their existing equity while establishing MyPath as the parent company to suggest that each unit is, indeed, part of something bigger.

With the new name and brand architecture settled, we began imagining a new look and feel for the MyPath brand, developing a logo and comprehensive brand standards for its application and extension across the company’s many business units.

To reach new candidates, we diligently drove traffic to our brand new MyPath careers website — a centralized location we developed to apply at any MyPath Company, creating a more consistent brand experience.

We also enhanced employee engagement from the beginning of the recruitment process with a comprehensive plan for social media storytelling and an emotional video that would greet visitors careers website visitors. The new emphasis on employees continued through onboarding and communications.

Because fewer than 50% of employees have a company email address, we recommended a mobile app to facilitate consistent internal communication, rewards and recognition programming and performance reviews. MyPath could now better promote growth opportunities for existing employees and strengthen bonds with the brand and its mission.

The new system empowered MyPath to speak about their fulfilling experiences as MyPath employees, which in turn improved recruitment and retention.