Results - RightMinds

The Federal Reserve Bank of Richmond is an organization that defies both corporate and public sector categorizations. It is a unique business structure with a unique service, and a unique communication need. Further, the larger public does not differentiate the 12 Federal Reserve banks by market; the work we developed for the Richmond Fed needed to address and incorporate national Fed perspectives. RightMinds was hired by the Richmond Fed to develop an employment brand, develop a comprehensive brand strategy and create print communications materials to carry the organization into the next decade.

Solutions

In-depth research and analysis of current internal and external perceptions

Interviews and focus groups with HR staff, current and former employees, leaders in finance and education, and prospective employees

Development and testing of three unique brand architecture models and accompanying visuals

Development of a new brand identity, logo and tagline based on the selected brand architecture

Creation of a brand identity booklet describing the new platform to internal audience

Results

The selected brand architecture, logo and tagline provide a strong foundation for future employment brand work

A new tagline, “At Work for America's Economy,” successfully communicates the Fed's mission to internal and external constituent