Culture Change
US Air Force Culture of Innovation AFWERX Challenge
Role: Creative Strategist (phase one) and Initiative Lead (phase two).
Architect the solution
Develop the narrative
Communicate the value of all components to key stakeholders
Methods: We designed a multi-phased, multi-tiered approach to produce bottom-up culture change.
Program audit
Culture capabilities framework design
Brand assets: logo, graphics, story, creative approach
Overview/Sizzle reel video
Small group pitch
Facilitated live discussions
Live Q&A sessions
Digital assets: Zoom backgrounds, Micro-site, Digital Brochure, leave-behinds,
Results: Winner of the US Air Force’s prestigious AFWERX Innovation Space Challenge. AFWERX has had +21,200 showcase participants, +7,600 solutions submitted, with only 153 contacts awarded.
The Innovation platform consisted of system, leader, and team-level supports designed to harness and amplify existing pockets of innovation.
Purpose-driven narratives connected each level, creating a unified program for innovation through a phased approach. Each phase builds on the last, starting with purpose and principals, moving to formalized systems and structures.
The Aquila Narrative: The Courage to Innovate
Eagles have long been symbols for the US and the US Air Force. Aquila is the constellation named for the eagle that aided the Olympian gods by carrying their greatest symbol of power, the thunderbolt. We harnessed these symbols to signify the importance of each existing pocket of innovation that we would unite and bolster, much like the constellation, making meaning out of points of light.
Pitch assets included brand (narrative, logo, style), an informational video, pamphlets, digital brochure, small group pitch, zoom backgrounds, micro-site, and digital leave-behinds.
