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About This Project
Summary
Over a decade ago, Vanguard initiated employee resource groups to support diverse communities like Black, Hispanic/LatinX, LGBTQIA+, Veterans, AAPI, and women. Initially lacking cohesive branding, we recently redefined these groups' identities after consulting with over 75 global employees. This led to unique, inspiring brand identities for all six Crew Resource Groups (CRGs), strengthening our diverse yet unified culture.
Goals & Objectives
Aimed to enhance awareness, membership, engagement, and retention for our CRGs. Consulting 75 employees, focusing on empowering crew to resist cultural conformity by using their unique strengths. This led to distinct identities for all six groups, promoting a diverse yet cohesive Vanguard culture.
Results & Impact
CRGs saw a 35% increase in efficiency and a 10% membership rise, with 45% of our crew in at least one CRG. Post-launch, 94% found the new brand identities welcoming and pride-inducing, while 88% felt they enhanced CRG prominence. Over 18,000 attended CRG events in 2023, with a 90% satisfaction rate.
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