Positioning an internal, independent audit group
Social • Infrastructure • United Nations Office for Project Services
Background & Objectives
Contribute to the improvement
of the internal perception of the Internal Audit and Investigations Group from UNOPS by strengthening and adapting the branding.
How can we challenge internal perceptions and demonstrate IAIG’s contributions to UNOPS by repositioning the internal branding?
What was the big project question?
How did we work through the challenge?
Research and Design thinking Approach
We began with a comprehensive document review of public and confidential information shared by the IAIG team, and then filled in knowledge gaps and questions through a series of interviews with three IAIG managers, three UNOPS partners, and individuals from an external audit and investigations team at another development organization. We also reviewed the positioning of private sector assurance groups.
Based on our initial findings and interviews, we designed two workshops, one held in New York City, and the other in Copenhagen. These allowed us to develop a comprehensive stakeholder journey map in which we identified points for improving communications with different stakeholders.
Brand Strategy
Based on our conclusions from the research phase, we determined the best solution to help IAIG communicate its added value and mission to the group was to develop a new brand identity. By having its own brand identity, IAIG would be able to keep its impartial auditing nature, increase recognition and clarity about its value proposition, while still linking itself to UNOPS.
Visual Branding and Creative Communication Assets
Our resulting work was an unified identity built on the theme of “Integrity and Trust” that drove the development of a new logo and color scheme for their print and digital branding, as well as a digital style guide and brand guidelines to support them in applying this new identity across all facets of their work, from visual branding to tone and voice of written materials. We also developed examples of social media posts they could publish that would reinforce their positioning.
