In late 2017, the entertainment advertising consortium Midnight Oil Agency was looking to implement Enterprise Resource Planning (ERP), which is software designed to integrate all of an organization's business processes into a single, unified system. Initially, ERP is known to cause massive disruption to workflow, so MOA came to me to brand their ERP campaign to counteract employees' fear of change. The following is a summary of the (4) phases, together with key writing, from this highly successful project:

PHASE 1: RESEARCH ROUND-UP

Because ERP's initial disruption, there exists an entire discipline called "ERP Management" to address employee fear and uncertainty. My task was a deep dive into ERP Management, synthesizing Case Studies and Best Practices into a round-up presentation for MOA's executive team:

PHASE 2A: MISSION STATEMENT

Exploration of different Mission Statements, exploring the best approach and language to inform internal teams of the introduction of ERP: 

PHASE 2A: MISSION STATEMENT

After approval on direction, I drafted the final Mission Statement:

PHASE 3A (NAMING):

A name needed to capture the central campaign theme, ERP's "power to transform". I developed thematic naming buckets, with creative under each: 

PHASE 3B (NAMING):

After executive team chose a list of select names, I further fleshed out the rationale supporting each one:

PHASE 4A (TAGLINE):

After selection of the ERP campaign name "AXIOM", I developed tag-lines through an initial round of Strategy and Creative:

PHASE B (TAGLINE):

My round 1 surfaced the need to address confusion between campaign name ("AXIOM") and software name (AX). In Round 2, I developed recommendations for best delivery systems, supported by additional creative: