Altria / Employee Resource Group Identities

Altria Employee Resource Group Identities

Client: Altria

Audience: Internal Employee Resource Groups of Altria

Project Description: Working with a copy writer, a small design team, and the internal resource groups within Altria to create an identity for each of the Employee Resource Groups (ERG)  within Altria. The copywriter would research the group and how they wanted to be represented and once a name was chosen the design team would then research the word, and design a multitude of identities created within the Altria's current brand structures and present them to the groups. A few rounds of revisions were made and the final identity would be packaged up for the group with a small brand standards guide to help the audience correctly use their new identity. 

UNIFI: Altria's Black Employee Network Identity
This identity was chosen for its various colors presented in the first "I" to reference the different races that can identify with the group and how all of them can unite together and become whole. The name itself was chosen so that no one would feel alone within the group, that as a group they are united as one: UNIFI. The idea of connection can also be seen within the identity itself: the ligature created between the N and F. The identity can be viewed with and with out its descriptor: Altria's Black Employee Network.

Spring: Altria Young Professionals
This identity was chosen because of how the word and the identity helped show movement. The Young Professionals group wanted to capture their momentum as young professionals and the energy they have. The colors are young, bright, and contrasting. Italicizing the identity helps show movement along with the double arrow symbol moving forward. This identity system was created to have: an identity, an identity with the descriptor, and just a symbol.