Raj at Elm St.: five stars all monthThey know your logo by heart. Do they know what it stands for?
Your people sell under your brand, ship it and answer the phone with it. The public identity is the most familiar thing in the building, so showing it back to them on the intranet adds nothing new.
What often gets lost is the meaning behind it: the purpose, the story, why the work matters. That's what an employee brand is for. It takes the brand everyone already recognizes and speaks to the people inside.
of U.S. workers strongly agree they know what their company stands for and what makes its brand different.
Among front-line employees in financial services, it's just 22%.
Source: Gallup, survey of 3,000+ U.S. workers
Welcome
A name and voice that sound like colleagues, not a press release. New hires feel part of something from day one.
Engaged
Room for humor, rituals and inside references: the things your public brand could never say out loud.
ALIGNED
A shared story that connects everyday work to the company's goals and purpose.
After launch day
Most intranets peak at launch. Yours should keep growing.
A new intranet gets a burst of curiosity on day one. Then the novelty fades, visits slide, and an expensive platform quietly becomes the place nobody checks.
More features rarely fix that. A reason to belong does. When the intranet has its own name, voice and rituals, it stops being "the intranet" and becomes a place people go: "it's on the Branch."
Rituals to return for
Named series, events and traditions give people a reason to check in every week, not just on launch day.
Community Day, Monday kudos, coffee with the CEO
People see their people
Shout-outs, new-hire welcomes and real photos of real colleagues. Nothing pulls people back like seeing their own team.
Omar's shout-out: 24 kudos by lunch
An invitation to join in
A voice that asks instead of announces. Polls, comments, reactions and stories employees share themselves.
143 votes on where to volunteer
Always something new
Templates and a clear voice make it easy for communicators to publish fresh, on-brand content every week. Stale pages are what kill intranets.
Fresh on the Feed every morning
Same roots, new voice
Still your brand. Just pointed at the people inside.
An employee brand isn't a rival to the corporate one. It grows from the same foundation, then speaks differently to a different audience. How far you take it is up to you. It's not only allowed, it's encouraged.
Carries over
The foundation people already trust.
Turns inward
Where the employee brand finds its own personality.
A light touch. Same look, its own name, a warmer greeting.
Somewhere in between. Corporate colors with new accents, real faces and a friendlier voice.
A personality of its own. New name, mark, rituals and voice, still clearly ACME.
You pick the setting. We help you get there.
One company, two audiences
What customers see. What your people see.
The public site is written for buyers: polished, persuasive and careful. The intranet is written for colleagues, so it can use first names, real photos and inside jokes.
acme.com, for buyers. Polished, persuasive, careful.
Dee thanked KenThe Branch, for colleagues. Candid, named, a little playful.
The identity system
A system your communicators can keep using.
A banner and a color swap won't carry a brand. ADC builds a complete, documented system inside LumApps, so communicators can keep publishing fresh, on-brand content long after launch. That steady stream is what keeps people coming back.
Brand TenetsA few beliefs, in words people actually say.
It all starts with purpose. We put your beliefs into plain words employees can repeat, and those words shape every decision about how the brand looks and sounds.
In LumApps: tenets anchor your homepage story, onboarding content and leadership communications.
Logo SystemA mark that sits beside the corporate logo without competing.
Your platform deserves a mark that's clearly related to the corporate logo and unmistakable at any size. We design the variations it needs to look right wherever it appears.
In LumApps: sized for the platform header, site navigation and mobile app.
Color SchemesYour public palette, plus colors it was never allowed to use.
Primary and secondary palettes stay in the family with your public colors, then add the energy an internal brand can afford.
In LumApps: mapped to your platform styles and checked for accessible contrast.
Font GuidelinesType rules authors never have to think about.
A primary type family with clear rules for weights and sizes keeps headlines, body copy and calls to action consistent and easy to read.
In LumApps: applied through platform styling, so authors get the right type automatically.
Standard TemplatesNo communicator starts from a blank page again.
Reusable layouts with banners, margins and type already decided, so every communicator starts on brand.
In LumApps: built as page and content templates your authors can pick up right away.
Channel ProtocolsHow the brand behaves in every space employees use.
Clear guidance on design and content for every digital touchpoint, including the social and community spaces where employees talk to each other.
In LumApps: covers sites, communities, Broadcasts and the mobile app.
Asset LibraryEverything the next campaign needs, already on brand.
A growing collection of imagery, icons, font files and plug-and-play media, ready when a new campaign or team needs it.
In LumApps: organized and handed over so your team can keep building after launch.
Beyond the screen
A brand people wear, share and keep.
The same system carries into welcome kits, badges, swag and signage. When the brand shows up on day one and on the break-room wall, the intranet feels like a place, not just a page.
Sam OrtizEngagement that lasts
The best intranets have a name of their own.
winners of Nielsen Norman Group's 2018 Intranet Design Annual showed the intranet's own name in its logo, often paired with the company's.
A global hub with a name only a food company would choose, used to bring teams together after a major merger.
83% employee adoption
One named intranet for 54 countries, with shared templates and design standards, launched with a treasure-hunt campaign.
Average visit up from 1:43 to 2:34
A named, rebuilt intranet on LumApps, launched alongside benefits enrollment.
55× more traffic than the old intranet
Sources: Nielsen Norman Group (2018); LumApps customer stories: Just Eat Takeaway, Veolia, Global Payments.
Employee brand design from people who only do LumApps.
LumApps is the only platform we support, and we've been building in its ecosystem since 2017. We know what it can do, so the identity we design is one your platform can deliver and your team can maintain.
What would your people call it?
Tell us about your culture and your platform. We'll help you turn your brand inward and give your people a place they want to come back to.
Book a free consultation