---

DESIGN THINKING-BASED CONCEPT DEVELOPMENT

All In Rallying Cry

ROLES: DESIGN THINKING LEAD, CREATIVE DIRECTOR, DESIGNER

In his book The Advantage, Patrick Lencioni states, “Every organization, if it wants to create a sense of alignment and focus, must have a single top priority within a given period of time.” Each year OneDigital develops a Rallying Cry based on Lencioni’s single top priority approach. All In is OneDigital’s current Rallying Cry (2022) and was developed using Design Thinking via a series of stakeholder interviews, research, ideating, prototyping, testing and implementation. 

PROBLEM

With employees’ mental health as a top priority, OneDigital leadership needed a single concept to rally around and inspire the minds and hearts of their 3,000 team members. How could we develop an idea so strong and simple that people naturally felt compelled to embrace it?

SOLUTION:
ALL IN, the 2022 OneDigital Rallying Cry

By interviewing key stakeholders (President & CEO, Chief People Officer, Chief Operating Officer, SVP of Talent, and SVP Marketing & Customer Experience) and understanding organizational goals for 2022, I lead a team of brand strategists through a series of design thinking exercises. After brainstorming, prototyping and iterating we landed on All In as the OneDigital 2022 internal Rallying Cry. All In is a bold and unifying theme that evokes confidence in our team members and an unwavering commitment to the mission and each other.

IMPACT

All In influenced several company initiatives including the President’s monthly internal communications; quarterly national sales meetings; and the annual brand and culture conference, OneDigital Summit. The hashtag #allin had hundreds of posts from OneDigital team members across multiple social media channels since January 2022. All In has appeared on office signage, company promotional items, and incorporated into client presentations.

All In final concept pitch to stakeholders
October 2021