U.S. Office of Personnel Management
Modernizing OPM’s Brand as Champions of Talent
Client Overview
As the federal government's human resources agency and gateway to federal employment, the U.S. Office of Personnel Management serves the American people by leading federal agencies in developing workforce policies, programs, and benefits.
Activities & Deliverables
Qualitative and quantitative research
Brand strategy, architecture, and guidelines
Creative strategy
Brand launch plan
Brand training
Video
Marketing collateral toolkit
Accomplishments
What We Did
OPM needed a modern and unified brand to raise the agency's profile and influence and attract the next generation of talent. The team developed a brand that extended beyond visuals, with messaging incorporated into OPM's mission, vision, values, and guiding principles. Our team also guided a web refresh for the agency in collaboration with OPM’s Office of the Chief Information Officer.
Designed with Passion, Informed by Data
LMD’s research included extensive primary and secondary research to set the foundation for OPM’s new brand strategy. LMD conducted an aspirational peer/competitor brand analysis and a STEP analysis to understand and carve OPM’s unique position within the market. We also spoke with internal stakeholders to expand our view into OPM’s challenges and strengths. Primary research efforts included a brand and communications audit, visioning sessions with senior OPM leadership, internal focus groups with recent OPM hires, and an employee brand survey sent to approximately 1,000 OPM employees.
A Brand Positioned for the Future
Using the research findings, LMD worked with OPM’s Office of Communications to develop a comprehensive brand strategy to increase awareness and recognition of the agency, communicate the agency’s role and value, increase its credibility and trust, and strengthen employee morale. The strategy positioned the agency as the federal government's “champion of talent” and as an innovative, trusted federal agency partner and a model employer.
A Robust and Impactful Brand Identity System
LMD developed a comprehensive, cohesive “one agency” approach to help OPM manage its 15 sub-brands and 20 program brands. This approach included a hybrid brand architecture; a new visual identity system; brand messaging, including mission, vision, values, and guiding principles; and brand standards, providing guidance on how to use the new brand with the official OPM seal. LMD also worked with OPM’s web team to incorporate the new brand into the site.
Accomplishments