Destination U
When customer satisfaction scores started to decline, UKG’s customer marketing team came to me and my design partner to rebuild trust with our customers.
Our solution was a series of events that brought our c-suite executives to our customers for a transparent and frank discussion about our products and services.
Brand Identity
The name Destination U spoke to the crux of our program — a cross-country roadshow — while reminding our customers that everything UKG does is in service of them. Our inviting, authentic tone of voice reflected the candor we promised from our executives during their visits.
The bold and energetic visual identity used the arrow as our main element to inspire a feeling of forward momentum — we wanted our customers to feel excited about their future with UKG.
Virtual Kickoff
To kick off our roadshow, we produced a 45-minute town hall-style video where our c-suite candidly shared how they’re improving the customer experience and gave straightforward answers to their burning questions. This video made it possible to reach customers who couldn’t attend a live event.
To create an intimate connection among our executives and customers, presenters used minimal slides and shared personal stories and photos. We filmed against an LED wall to fully immerse our viewers in the world of Destination U.
Live Roadshow
Our executives traveled to eight cities in one month to connect with our customers in person. Upon arrival, branded wayfinding signage directed attendees to the event where they were greeted with a suitcase packed with roadtrip essentials such as luggage wraps and a car air freshener. We started each event with a guess-the-roadtrip-song game to get everyone comfortable. A recap video of the virtual kickoff covered need-to-know information so that our executives could devote the entire time to open discussion.
After the event, 95% of attendees said they felt confident in their partnership with UKG.
