When our company, Attentive decided to rebrand their values, we saw an opportunity to create a set of unique attributes that align with such a special team that is Strategic Design.

Define our values to other teams and be able to articulate the best way to work together.

Identify our strengths and weaknesses to strengthen our team.

Ensure our team members are satisfied with their experience and see if there is any support we can provide that we aren’t already.

We conducted and initial survey to first understand better our team, followed by 3 rounds of team workshops, then followed by a final round of surveys. We compiled all the research and started working on branding and merchandise, with it all culminating on our final presentation.

At the end we came up with 5 values that embody everything our team has to offer, and perfectly summarize what is the Strategic Design Team. We also created our mascot Scrappy, the final presentation which led to a team bonding experience where we all painted Scrappy mugs together.

Juliana Sampaio & Phoebe Lindo - Project Co-Leads

Jiwon Choi & Katherine Homer - Research

Michelle Fan & Kara Kennedy - Icon Design

Keith Kennedy - Mascot Design

Dana Del Poso - Merch Design

project management

survey ideation

workshop facilitation

icon and mascot ideation

UI design & content strategy

mascot exploration

In this phase of discovery, we conducted qualitative and quantitative research. We had two surveys, and asked the team a series of questions with the purpose of better understand all of our team member’s differing points of views. We wanted to know how the team describe themselves, their priorities and motivations. During our workshops, the team was split into 3 smaller groups and asked to go through post-it notes with quotes collected from the first round of surveys. The activity was to sort out the ones that have the same idea into columns, then define what is the main idea of these clusters.

After gathering all answers from the research phase, we saw that the team’s biggest motivators were their coworkers, accomplishing goals and design itself. We also saw that the words the team would best use to describe themselves are collaborative, hard working, friendly, caring, and dedicated. From the workshops, we saw a few major themes. We saw that the team sees their own value and hard work, and that they are a supportive and inclusive team. At the end we asked the team to rank a series of values, gathered from answers from the research phase.

With all the selected concepts for the values, we started working or copy, branding or the assets and merchandise selection. Our final presentation was going to be conducted during our company’s offsite meet-up in San Diego. We wanted to not only present our findings and values, but also to allow the team to use these new found values during a team bonding exercise. We wanted the team to be able to take home a piece of what makes our culture so meaningful, so combining our design with merchants key.

During our offsite we presented our presentation for our team of 23 people. We consolidated 5 values, with their individual branding, slack stickers, and icons. We also designed a team mascot called Scrappy. Being scrappy was one of our values, and it encapsulates our teams resilience. We organized a bonding activity where the whole team got a Scrappy mug and let their creativity loose while painting their mug to make it their own. After the offsite, the team uses the values’ slack stickers to shoutout their teammates and highlight their achievements.

We cherish that our team is multifaceted, like a swiss army knife, where everyone has an opportunity to use their unique skills to solve problems.

We are resilient and not afraid to be gritty and get our hands dirty when looking for solutions.

We cultivate a safe environment through leading by example to make everyone feel included.

We encourage fun in order to build a stronger bond with our teammates and motivate them.

We are curious and are always looking for the most innovative solutions and designs.