Alexion

True North. Powered by principles. Inspired by people.

Alexion’s U.S. Commercial Reference Guide provides practical guidance for employees to properly and ethically conduct U.S.-based commercial activities. Unfortunately, many employees simply weren’t using the previous guide, as it was too heavy on text and didn’t reflect the global diversity of the organization nor the dynamic nature of Alexion’s brand.

Alexion asked ID to identify the gaps to improved usability, as well as the obstacles to conversion and employee engagement. After conducting in-depth interviews with employees across the enterprise, ID identified and delivered powerful opportunities to improve this critical reference tool.

BRAND NAMING
We began with a naming project to distinguish the U.S. Reference Guide and to help ensure the document provided a high level of memorability in a sea of compliance collateral.

The result – True North – a visionary interactive tool to inspire employees. ID developed the name to align with Alexion’s mission and message for employees to follow their ‘north star.’ Once aligned on True North, ID created the tagline “Powered by principles. Inspired by people” to highlight the employee-centric nature of this resource.

“Our previous Commercial Reference Guide was just a ‘wall of words’.”

An Alexion Executive

In addition to creating a sub-brand around the U.S. Commercial Reference Guide, ID designed an interactive pdf experience to help employees quickly, effortlessly and efficiently navigate the tool through a linked Table of Contents, as well as a visual way-finding system throughout the guide.

A key learning resource was our development of a series of employee scenarios titled ‘Moment in Time.’ These timely vignettes served as knowledge reviews throughout the booklet, and provided employees an opportunity to ‘test’ their knowledge and helped to reinforce critical content learnings.