Building Belonging Through Brand

Overview

As part of AECOM’s global Equity, Diversity & Inclusion (ED&I) initiative, Employee Resource Groups (ERGs) are central to fostering connection, representation, and empowerment. To strengthen the visibility and impact of the European and Women’s ERGs, I was brought on to develop distinct brand identities that would resonate with employees while aligning seamlessly with AECOM’s corporate visual language.

Brand Challenge

Each ERG needed a unique identity that captured its individual mission and values such as community, empowerment, and inclusivity, yet still reflected AECOM’s overarching brand principles. The goal was to create a unified brand ecosystem where every group felt both distinctive and part of something larger.

Approach

I approached the project as a full branding initiative which meant balancing creative exploration with strategic alignment:

• Brand Discovery: Partnered with ERG leaders to uncover each group’s purpose, tone, and cultural nuances.

• Concept Development: Crafted visual metaphors representing diversity, unity, and growth, ensuring each identity told a clear story.

• Design System: Created scalable, versatile logos and supporting assets that worked cohesively across digital and physical touchpoints.

• Brand Activation: Delivered toolkits and templates for consistent use across Yammer, social media, presentations, events, and internal campaigns.

Impact

The new visual identities elevated the ERGs from internal networks to recognizable brand communities within AECOM. Engagement and participation grew as employees identified with logos that reflected their values and experiences. Beyond design, these identities helped unify AECOM’s ED&I messaging, strengthening the company’s brand narrative around inclusion and belonging.