OneFamily - Invested
OneFamily
MY ROLE
Creative route · Identity system · Film storyboard · Motion language (self-initiated)
2024
SCOPE
EVP identity · Film · Internal comms · Launch
An internal brand to rally a whole company behind one idea.
OneFamily is a mutual: a financial services company that exists for its members, not shareholders. As the business set out to become more dynamic and commercially confident, it needed an internal brand to bring colleagues together behind one idea: Invested.
The brief was a look and feel for the new Employee Value Proposition that felt energetic and forward-thinking, while staying warm, honest and right for a financial brand.
Every colleague is invested in a different way: in their team, in innovation, in growth, in the people OneFamily serves. So rather than one image, I built a system. A modular grid of blocks and circles where people, colour, pattern and icons come together, just as different people come together to make OneFamily.
At its heart is a roundel drawn from the OneFamily logo, which spins to become a different icon for each way of being invested.
Invested is a system, not a single image: a set of parts that combine differently every time, just as every colleague is invested in their own way. It launched as a static identity, so afterwards I explored how each part could move, giving Invested a motion language of its own.
I shaped the launch film's story and storyboarded it shot by shot, using the identity system to carry the narrative. Animated by Sugarhill Films.
Rollout
Launched to OneFamily colleagues in 2024 and rolled out across a full brand book, office environment, onboarding, internal comms and launch collateral.
Created at Initials CX. Creative route, identity system and film storyboard: Georgie Sullivan. Brand book developed with the Initials design team. Film animation: Sugarhill Films