Power our purpose
Encouraging the people of Avison Young's West Region to embody our new brand voice, tone, story, and purpose.
Presented by the West Region marketing team
About the project
Near the end of October, the Avison Young West Region marketing team sent a survey to 328 employees, spread out across 12 offices in five states. The survey sought to probe the ways in which our people responded to, understood, and thought about our new brand story, voice, and tone.
Simultaneously, our team began a weekly email drip campaign with the purpose of educating the West Region on the new brand voice, as well as stirring excitement for our new purpose.
After nearly 60 survey responses, 10 educational brand voice-related emails, and 12 voluntary video submissions, our region expressed their thoughts and attitudes pertaining to our new brand, which have been collected and displayed by way of our survey compilation video, as well as our Baobab brand analogy tree. We now present you with a vivid picture of the ways in which our people are engaging with this exciting new attitude within our company culture.
Survey sent to 328 people
57 people responded 12 submitted a video
10 information emails
(delivered by a drip campaign)
5 states 12 offices
(California, Colorado, Nevada, Arizona, Washington)
Be the Voice email drip campaign
In our own voice
The Baobab tree
Delivering our customer promise requires a strong, aligned culture
Brand analogy tree
The Baobab tree lives up to 1,200 years and has deep roots. Our culture is embedded deep in our roots of co-ownership, collaboration, and collective intelligence, all of which will support our growth for years to come.
Below the ground, our culture, values, and behaviors are illustrated. It is what we do every day and how we execute what we do.
Above the ground illustrates how our clients and the external world see us. It represents our vision, our brand promise, our purpose, and the customer experience we are trying to deliver. As a whole, the tree of Avison Young represents the strength of our purpose, the timelessness of our voice, and the power of our brand. We are firmly planted in universal values, and we are bound to bear fruit long, long into the future.
Meet the team
Jennifer Doherty
The Doer
jennifer.doherty@avisonyoung.com
Ian Green
The Poet
ian.green@avisonyoung.com
Sean Kessel
The Fresh Face
sean.kessel@avisonyoung.com
Erika Kim
The Conductor
erika.kim@avisonyoung.com
Brandon Magdaleno
The Maestro
brandon.magdaleno@avisonyoung.com
Sarah Mammen
The Creative
sarah.mammen@avisonyoung.com
Karina Rico
The People Person
karina.rico@avisonyoung.com
Jena Warner
The Ambitionist