Information Experts

Office of Personnel Management (OPM)

"GoLearn" Program Logo and Identity Materials

Services

• Branding, Marketing, and Outreach
• Content Development and Copywriting
• Naming/Branding/Logos/Identity
• Print: Brochures, Collateral and Print Ads
• Commercial Art and Graphic Design

Project Description

Information Experts provided the U.S. Office of Personnel Management (OPM) with commercial art and graphic design in the creation of a new identity for OPM's GoLearn Program. The GoLearn Program provides federal agencies with unique training and development opportunities for their employees through GoLearn's various educational and consulting services dedicated to human capital management.

The previous GoLearn logo required a new look and message to correctly position and promote itself in a shifting federal landscape, in accordance with the value and benefits of the current offerings.

We captured and communicated this value - and the very identity of the Program - through creation of various brand building blocks:

• A logo and tagline
• Style Guide
• Various identity materials like stationery, fax cover sheets, and email signatures

In addition to following our general production and QA processes, Information Experts followed the following approach to help GoLearn evolve its logo and brand identity:

• Step One - Brand Understanding: In this initial phase, Information Experts met with OPM GoLearn leaders to grasp the essentials and nuances of the Program's vision, mission, value proposition, and the benefits. In addition to this core discussion, Information Experts reviewed materials supplied to us by OPM regarding GoLearn, as well as sought approved independent, third-party input as directed by OPM. Information Experts concluded this step with internal team discussions reviewing what we learned from these sources. The VP, Creative Services summarized findings and described a recommended brand vision and approach.
• Step Two - Brand Directions and Initial Drafts: Based on this creative direction, Information Experts designers prepared visual ideas for consideration. These sketches were reviewed as a team, and the VP, Creative Services decided which directions were appropriate for full design treatment (furthering the sketches using Adobe Illustrator). These directions were then categorized (i.e., designs showcasing a particular value, affiliation, tone, or other such aspect) so that an appropriate range of conceptual possibilities were pursued.
• Step Three - Brand and Materials Refinement and Delivery: In this last step, Information Experts, based on the considered selected directions and input from OPM, developed and finalized all materials over three iterations. All materials, upon final approval, were provided in all relevant formats on CD.

Callout

Information Experts provided the U.S. Office of Personnel Management (OPM) with commercial art and graphic design in the creation of a new identity for OPM's GoLearn Program.