VBPN Rebrand to BOLD:
A small team in our in-house agency rebranded the Vanguard Black Professional Network (VBPN) to the Black Organization for Leadership and Dialogue (BOLD). The rebrand coincided with the group’s 10-year anniversary.
This was truly one of my favorite projects to work on at Vanguard. We heard Black crew’s concerns about the work environment, and how they needed the brand to better and more authentically represent them.
Themes:
Addressing the double-consciousness in the workplace, updating the brand and representation of the organization to increase interest.
Deliverables:
Outcome:
New name, new logo, new messaging guidelines, and an updated internal Sharepoint site to promote events and encourage new membership.
Leadership was so thrilled with the new design, website, and messaging that all the other crew resource groups requested rebrands from us, too. Vanguard has begun efforts to elevate branding and messaging for all crew resource groups throughout the organization.