In the latest iteration of our brand guidelines, we set a new course from “moving communications forward” and travel to “moving experiences forward.” We do this with one primary goal: elevate how individuals engage with Working Solutions. We want to make their experiences more inviting and memorable. Ones they want to repeat and share, joining us on our voyage and becoming brand ambassadors for our company.

The essence of our evolving brand strategy incorporates two important action plans.

The first plan of action is to eliminate manual processes and static documents.

This includes PowerPoints and PDFs. In their place, we will create more seamless and interactive experiences for our employees, agents, clients, their customers and the public. This is done by not producing endless documents and instead relying more on integrated, digital experiences—flowing from one to the next, such as mobile apps, web apps, websites and engaging technologies.

The second plan of action is to enhance inclusivity and accessibility.

Inclusivity is the practice or policy of providing equal access to opportunities and resources for persons who might otherwise be excluded or marginalized. They include individuals with physical or mental disabilities or those belonging to other minority groups. This openness is achieved, in part by making accessible digital experiences and using inclusive language when communicating.

That’s why our brand strategy focuses on real-world engagement, and anticipating user expectations. Because to move experiences forward, we must lead—and never follow.