I led a team of over 50 employees and executives in the creation of Edmunds Purpose, Vision, Core Values and Brand Pillars. Meant to be the “evergreen” parts of our brand identity, we visualized them as a tree.

The Edmunds Way

• Purpose: Simplify Life’s Big Decisions
• Vision: Help people find the car that meets their every need.
• Core Values: Transparency, Urgency, Excellence, Commitment, Ingenuity, Authenticity
• Brand Pillars: Friendly, Informative, On My Side, Makes It Easy

We created designs to reinforce these core values, and hung them throughout the office.  This 3-story banner hung in the open stairwell of our office, reflecting not only our core values, but our fun and quirky identity.

Edmunds “Apples” Employee REwards & Recognition

The Edmunds Tree grew beyond just a visualization of our identity.  Responding to feedback from employees that they needed more rewards & recognition, I created the “Edmunds Apples” employee recognition program.  Any employee could send an “apple” to another employee as a way of publicly acknowledging great work.  Each month, dozens of apples are “harvested” from the tree in the Edmunds office and delivered to employees.

 

Edmunds T.R.U.S.T. Values

Over the years, we evolved the Core Values to be easier to remember by creating an acronym: T.R.U.S.T.  We also updated the visualization to connect more with our automotive roots, by creating a design inspired by California highway road signs.