Client: Pittsburgh Steelers
Project: Culture Guide
The Steelers Culture Guide is given to employees of the Pittsburgh Steelers as a way to reinforce the organization's core values. The package is presented as ten cards on a single ring allowing users to pull out individual value cards that are important to them.
Each value is presented on one side and is given its own type treatment.
When the card is turned over, the user is presented with how the Steelers define that value.
To place more weight on the importance of the five brand attributes, it was imperative to get the leadership of the organization behind the effort. The video required our team to embed ourselves with the Steelers organization for five days of shooting behind the scenes footage and interviews. We were also given access to the Steelers vast video archive as well as current game time footage to use in the final cut.