DIRECTV Corporate Culture Icons

Corporate culture icon DESIGN

Case:

After a shift in leadership and corporate culture, DirecTV required a new employer brand/ EVP, the centerpiece of which is three pillars meant to educate and engage employees about the company’s cultural mission, inspire ambassadorship, and generate excitement around the organization’s next chapter in a way that aligns with the master brand but feels fresh and empowering.

Role:

Along with deep diving into the DirecTV brand and culture, I researched iconography related to the pillars: “We Care”, “We Challenge”, and “We Deliver”. The final designs draw from the DirecTV logo “cyclone- the swash that bisects the master brand logo. This was incorporated into the solid icons, representing the company as a whole and the united efforts of its employees. The overlaid line icon illustrates the individuals and their impact on the whole.