KPMG: Citizenship Restructuring

OBJECTIVE

Strategize around entirely refreshed internal CSR strategies, tactics and assets for the US market.

ELEMENTS

ideation/brainstorming, CSR strategy, deck creation, mockups, marketing, brand, visual identity, user testing

PRODUCT

I helped build the strategy and tactics for the revamping of client’s entire internal CSR strategy, which includes the design and creation of the overall strategy, tactics, decks and a new visual identity.

Strategy and Messaging Framework
for Community Impact Communications

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Strategy and Tactics for Community Impact Communications

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Visual Identity

After multiple rounds of concepting seen in the three images above, this was an emblem I created for the KPMG Community Impact team that emphasizes the 4 tenants of their work — Literacy, Health, Technology, and Mentorship. We developed the image from conception to execution, after various iterations and edits. It was a very collaborative effort involving translating feedback into the visual in an abstract, yet understandable way. We landed on this image of a tree because of KPMG Community Impact’s dedication to Lifelong Learning. The tree is often synonymous with knowledge, growth, and development, three areas KPMG Community Impact seeks to encourage within the community through the four areas.

KPMG Community Impact Site Evaluation

We were tasked with evaluating KPMG Community Impact’s (formerly Citizenship) site and how to integrate their orginization’s page with their annual CSR Report. Because the merging would involve considering a number of factors, including navigation and where certain pages would live, we thought it was important to do establish how the user interacted with these pages. We began with a few usability tactics and tests, like the heuristic evaluation, card sort, and click test, to establish how the user interacted with the site. Off of those results and research on other brands and how they present their CSR pages and Reports, we developed a recommendation on how we could merge the two sites. We addressed elements, such as navigation, content, and design because it impacted how effective the site would be in informing the user about Community Impact and the Report.

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