Workhorse. Brands that help experts execute.

./01

Strategy & Voice

3 shown / 3 total

Brand Strategy

#brand-strategyFebruary 2019 kickoff · methodology applied through October 2019

A four-principle methodology that anchored every phase of the program. Story (a shared vision for the future). Simple (start with the simplest components first). Small (releases that ship fast and test sooner). Build Fast and Test (less integration, more validation). The principles drove the cadence: 2-week sprints, single-region beta, then national rollout.

document · Founding proposal. Five-phase plan, $225k+ budget across Phases 1-4, Story/Simple/Small/Build-Fast-and-Test methodology, Stream II finding integration.Workhorse x AARP LEAPx Design Proposal
document · February 26, 2019. Kickoff meeting agenda + scope alignment.AARP Kickoff Agenda

./02

Systems

1 discipline

Design Systems

#design-systemsPhase 4 · September to October 2019

The Phase 4 deliverable. A refined design system + design-system guidelines packaged for CVENT (AARP's event-registration partner) and AARP's internal development team to implement at national scale. Tool-title icons, website icons, and the AARPx Material master were the carry-over assets.

system · Phase 4 deliverable. Refined design system handed off to CVENT + AARP internal dev for national rollout.AARPx Design System
document · Implementation manual for CVENT + AARP internal dev teams.Design System Guidelines
document · Phase 4 wrap-up. Beta-test learnings from the Phase 3 single-region rollout.Summary of Findings

./03

Digital Product

19 shown / 19 total

Web Design

#web-designFebruary to July 2019

The AARPx Centralized Web Presence. A homepage, a Customer-Experience-in-Action narrative page, and a Consumer-Commitment page. Designed against the AARP visual style, set up to be rolled into CVENT + AARP's internal CMS during the Phase 4 handoff.

website · Phase 1 + 2 deliverable. PSD masters + compiled JPG export. Set up for CVENT-led Phase 3 + 4 implementation.AARPx Centralized Web Presence

App Design

#app-designPhase 2 · May to July 2019

The Volunteer Experience flow. A nine-step ecosystem mapping four signature AARP volunteer programs (Tax-Aide, Driver Safety, Experience Corps, State Office) into a single Roles Finder funnel keyed off Causes and Activities. Landing → program detail → explore causes → explore activities → role finder → checkout → finish.

system · 4-program funnel + Roles Finder. Tax-Aide, Driver Safety, Experience Corps, State Office. Causes-and-Activities cross-axis taxonomy.Volunteer Experience flow · 9 screens
production · App-icon update + Get Member Support screen for AARP's internal program for direct-member-support.Frontline app design

App Design

#app-design2019

Frontline. AARP's internal direct-member-support program already had its own brand (the Frontline Brand and Events Pocket Guide was client-supplied prior art). Workhorse extended that system into the app: an updated app icon and the Get Member Support screen.

production · Icon refresh for AARP's internal staff app. Built ON the existing Frontline brand system.Frontline app icon update
production · Screen redesign for the Frontline app's member-support flow.Get Member Support screen update
document · Client-supplied. The Frontline brand existed before our engagement; we extended into app surfaces, did not rebuild the brand.Frontline Brand and Events Pocket Guide
document · Client-supplied prior-art reference. Used as input for the app-side update.Frontline Feedback Quick Reference Guides

./04

Marketing & Social

3 shown / 3 total

Campaign Creative

#campaign-creativePhase 1 · February to April 2019

The AARPx CX Campaign. Five customer-experience standards turned into a campaign system: portraits, personas, copywriting collaboration, AARP visual style master, tool-title and website icons. Ethel's Email is the most visible deliverable: a portrait pull-quote system featuring the campaign's anchor persona.

document · The five customer-experience standards underlying the AARPx campaign.5 Standards · CX framework
campaign · Solo + with-quote variants. Anchor persona of the CX campaign.Ethel's Email · portrait pull-quote series
system · AARPx Material + AARPx Material-Icons. The visual vocabulary that carried into the website + volunteer-experience build.AARP Visual Style master
document · Client-supplied. AARPx's pre-existing customer-persona library. The CX work was tuned against these; Workhorse did not author the personas.AARP Consumer Personas