Employee Resource Group Brand Identity
Building communities within Shipt
The challenge
There was a lack of representative teams that celebrates individual uniqueness, uplift the community around us, and support a culture of belonging so that everyone can thrive.
The solution
To ensure an inclusive process, team members voted on our first Employee Resource Groups (ERGs). I had the opportunity to design the identity for SAUCE, Sankofa, and empoWered to provide support for identity-focused communities and foster a sense of belonging and inclusion for all Shipt employees. I built out a design toolkit that touched on swag, zoom backgrounds, and heritage month activations.
Shipt’s ERG brand identity
Art Direction
Marketing Collateral
Brand Identity
Illustration
Role
Lead Designer
Year
2021
Art direction
The identities follow the look and feel of our icon system but at the same time, stand out as their own entity. There were committee groups for each community that I would collaborate and concept with that ensured authentic messaging and representation.
Sankofa
The logo stemmed from the symbol of the Akan people of Ghana that refer to taking from the past what is good and bringing it into the present to make progress in the future.
empoWered
The flexing arm was inspired by the iconic Rosie the Riveter as it represents the strength and tenacity of female-identifying members all around us.
SAUCE (Shipt AAPI Unity Community Engagement)
The heart hand represents the unconditional care and love that is deeply rooted in our community.
Logo iterations
Team
Chad Langston, Designer
Clarisse Mooney, Art Direction
Jasmine Flowers, Copy Direction
Matt Bloom, Copy Direction
Nancy Hu, Lead Designer
The results
Just over 51% of our team members participate in at least one ERG channel whether it’s planning, leading, or fostering community engagement through conversations or events.
ERG groups were able to use their identity in activations that promote diversifying the workplace, creating an inclusive environment, and serving our community through partnerships. I am lucky to not only design the ERG toolkits but also be part of leading the SAUCE (AAPI) ERG as a community lead that focuses on seeking partnerships and activations that serve the community.