Federal Housing Finance Agency

Q5

Federal Housing Finance Agency was preparing to install an internal Talent Management System (TMS) that would be used to grow and measure employees' professional development. It was going to be the first undertaking of its kind at FHFA, so the agency was looking to hit the ground running by giving the new TMS a clever and quirky, but grounded brand identity. The audience to reach are well educated, intellectual professionals working in the financial field, such as financial analysts, economists, lawyers. They are passionate about what they do, they believe in the mission of FHFA. The challenge FHFA faced was to present the new system as something that is created specifically for employees' benefit, motivate the employees to use the system, and show that TMS offers more specialized training than traditional LMSs.

FHFA was looking for a name for the system, logo, tagline and a campaign to build up excitement around the system eventually culminating with its unveiling. We worked with FHFA team and conducted research to understand the "language" financial professionals speak and terminology they use. And we came up with a name "Q5". In financial world, years are often divided into quarters, which can be referred to as Q1, Q2, etc. This is the time when all the employees' attention and efforts are directed toward their work. Q5 is a time for the employees to focus on themselves, on their professional development, to grow their skills and build their careers. Q5 is "Your time to learn".

As part of the campaign, the visuals for which were inspired by financial data, Adayana developed a series of promotional posters, splash page for the Talent Management System, email template, postcard, Quick Reference Guide, and coffee sleeves and buttons as promotional items.

What we did:

• Communications plan
• Product name
• Logo and tagline
• Visual campaign design
• Interface layout and design
• Promotional Items