A new division within a Fortune 100 technology corporation was created to develop new software innovations that could scale up to solve industry-wide problems for customers across key sectors. This new team needed a name as well as communications to bring the team’s mission to life.

We realized the new division had to balance a descriptive, literal name -- to convey the team’s purpose clearly -- with engaging, creative communications that would inspire employees and convey the team’s fun culture. We named the group the “Industry & Customer Success” team, or “INC.” for short. We then brought the acronym to life by designing and illustrating the letters into various engaging scenes that reflect each of the key industries served at multiple scales, evoking the human truth the team finds behind their customers’ technology needs.

The poster series was unveiled at an all-hands presentation and launched around the company’s headquarters to coincide with the announcement of the new division. Both the naming strategy and creative execution have crystallized the mission and unified a team made up of diverse roles and perspectives.