Welcome by wolff_olins

WELCOME Wolff Olins

WHAT YOU’LL FIND What we stand for ....... What we offer clients ... What guides us .......... Words we use ............ Who we are .............. Our team ................ Work we’ve done ......... Office life ..............

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What we stand for

We expect a lot of ourselves and of our clients. Working with us isn’t always easy—we’ll address real issues where they exist. But the results are dramatic change. We don’t settle for good, when we can push for better.

Ambitious for clients,

We work in a huge range of sectors. From culture to finance, healthcare to non-profits, we embrace new challenges wherever they exist. We seek out clients who are (or want to become) in the vanguard of their industry but who are also open to making dramatic shifts. 4

We know that to create change at scale, we need partners. Our clients create opportunities for us to touch a huge range of industries. From tech to healthcare, hospitality to arts & culture, our approach translates across disciplines.

Optimistic for the world We know that whatever we build here will ultimately live in the world. And people, who are not us, are part of that world. We do our best to make sure that wherever we show up, life gets smoother, easier, more joyful...better. 5

WHAT WE OFFER CLIENTS

What we offer clients

We think about brands as systems for people

Story

Where you’re going as a business and why What you get The clarify of direction and the real commitment that generate value and move the world on Including Brand and business strategy C-suite narrative, purpose, brand architecture, growth planning and roadmap for action Our unique angle We are “the perfect fusion of math and magic”

Identity

Who you are as an organization What you get An intelligent design system that creates emotional connections with people Including Brand expression, naming, voice, interaction behaviors, design sustem, launch and roll-out Our unique angle We design uncorporate identity

Experience Learning What people get when they interact with you

How you create deep change across your business

What you get The new propositions and branddefining experiences that move people and deliver big impact

What you get The learning programs that give all your people the ambition and the skills to scale change

Including Value proposition, experience strategy and design, culture change, content strategy, prototyping and activation

Including Needs analysis, platform integration, learner journeys, course design, content production and analytics

Our unique angle We create emotion-centered experiences

Our unique angle People donâ&#x20AC;&#x2122;t want to change, but they do want to learn

WHAT GUIDES US

What guides us

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RADICAL WORK “Radical” comes from the Latin word, Radix, meaning root. So when we use it, what we really mean is getting to the very core of an issue. In our mind, the radical solution isn’t always this (though we hope it sometimes is).

Earn clients’ trust

Listen to client feedback and show it to them in practice; Use client expertise - every client is an expert at something; Remember your client is a human being - get to know their ambitions

Get to the root of the problem you’re working to solve

This might mean: workshopping a brief with your client to get to the heart of the problem; testing our theories in the real world (and listening to what it tells us); make sure creative works where it actually lives

Think big, then assemble the team you need

This might mean: indulge in creative exploration; don’t let your own skills limit the size of your idea; be open to bringing in freelancers to deliver

2 Grow client relationships Focus on delivering great work, spot opportunities to do more of it

Grow your own skillset

Keep learning. Teach others. Try new things on new jobs

HEALTY GROWTH

What guides us

ENJOY THE RIDE

3 Be real communities Hang out! Teach each other. Look out for each other

Advocate for yourself Speak up when you can help out or need a break

Trust each other

WORDS WE USE

Words we use

Business terms Business ambition

The broader business objective we’re looking to reach in the most aspirational sense. Ex. become a leader in a certain category (business ambition) vs. reach a certain market share (business objective)

Customer experience

The interaction between a brand’s touchpoints and its customers

Retail design

The act of organizing a retail outlet

Pipeline

In business terms it applies to projects that are expected to materialize in the near future

Product portfolio

A family of products

People policies

Policies applying to human resources matters

Organizational design

Defining an organizations structure Ex. which teams are needed, what are the reporting lines, etc

Culture change

Aligning a team around a new set of values

Employee training

Teaching to equip a team with new skills/ capabilities

Marketing communications

A brand’s external communications (advertising, PR, sales materials...) aimed at increasing sales

Investor communications

A brand’s external communications aimed at keeping investors informed about a brand’s stock performance

Experience design

The practice of designing products, processes, services, events, customer journeys, and environments with a focus placed on the quality of the user experience

Deck

A digital presentation

Parent company

A company that holds other companies within it. Ex. Alphabet is the parent company of Google

Townhall

A presentation to the internal company, usually by the CEO

Workstream

A series of related tasks

Brand-related terms Brand audit

An overview of a brand and its competitors. This includes its offer, products, visual expression, tone of voice, and where it fits amongst its competition

Brand architecture

The structure to organize a portfolio of brands. Ex. Google lives within its parent company, Alphabet

Brand idea*

A central idea unique to a brandâ&#x20AC;&#x2122;s DNA and relevant to its consumers that underpins a brand strategy

Brand management

The practice of maintaining, growing and looking after a brand to uphold a positive performance in the market

Brand measurement

The practice of measuring a brandâ&#x20AC;&#x2122;s performance typically in terms of awareness, consideration, likelihood to purchase as well as tracking attributes usually associated with a brand

Brand coaching

Providing advice/guidance for a person/ company to improve brand performance

Naming

The process of giving a brand/product a name

Visual identity

The look and feel of a brand. Expressed through color, typeface, animation behaviors, etc.

Verbal identity

A brandâ&#x20AC;&#x2122;s tone of voice (TOV)

Words we use

Brand rollout

How a brand is initially revealed. This includes internal announcements, launch events, press, etc.

Territories/ Worlds

A distinct idea/area for exploration typically presented as rough sketches and/or mood image scrolls. We usually present 3 initial territories for a project

TOV

Brand guidelines for the verbal expression of a brand

Brand purpose

An organizationâ&#x20AC;&#x2122;s reason for existing

Brand experience terms Service/product design

Planning and organizing people, infrastructure, communication and materials of a service in order to improve its quality and the interaction between the service provider and its customer

Digital design

The act of designing a digital brand touchpoint A prototype, a simulation of a new product/ strategy within a measured environment to asses its viability Quick expression/test of an idea

Workplace design

Designing and organizing a workspace to improve business performance

qual

Exploratory research used to gain an understanding of underlying reasons, opinions, and motivations into a problem. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.

quant

A formal, objective, systematic process in which numerical data are used to obtain information about the world

touchpoint

A point of interaction with the brand. Ex. website, letterhead, office signage

ethnography

The study of human behavior in its most natural and typical context (also known as in-home interviews)

persona

A hypothetical description of an ideal customer

user journey/ experience flow

A visualization of the process that a person goes through in order to accomplish a goal

Project management terms pitch/proposal

A plan or series of suggestions answering a brief put forward for consideration or discussion by others.

RFP

Request for Proposal (see proposal above) Large format printout from the plotter

scroll guidelines

Document summarizing tools and rules to apply brand identity in a consistent way

deliverables

Tangible or intangible good produced as a result of a project

WHO WE ARE

Our Communities

No-one ever sticks to their role, but if they did, it would look like this:

Program Managers Get us and the client working as one team. Understand the clientâ&#x20AC;&#x2122;s needs and ambitions. Find the smartest ways to do the work, on time and budget. Make relationships with clients that set up more opportunities.

Designers Watch how the world is changing and create amazing new stuff!. Challenge the client and the team to be constantly creative. Make sure what we design is robust. Guarantee originality, and bring it all together.

Strategists Constantly keep the thinking clear and the logic watertight. Understand the business context, save us from naivety. Help the client use the work to change reality.

People & Culture Make things happen internally! Keep us on track and help make smart decisions to grow the business and ourselves.

Marketing & New Business Help us engage more strategically and effectively with the world. Get us on every important pitch list and make sure our opportunities align with both our strengths and beliefs.

Our Team

Ada Mayer

Albert Chang

Design Director

Designer

Joined WONY

1.12.15

3.20.17

Ask me about

Your horoscope

Drawing a picture for you, basketball

Amy Lee

Ankur Naik

Global Principal

Program Manager

Joined WONY

7.30.12

12.2.16

Ask me about

Running, Britishisms, movies and stuff from the 90s

Zimbabwe, dodging bullets

Ashley Williams

Chris Arakelian

Human Resources

Head of Business Development

Joined WONY

12.16.11

7.24.17

Ask me about

Policies, culture, WO People + parties of the past, Live music, Astoria

Dating client prospects, Brooklyn in the 90â&#x20AC;&#x2122;s, Costco, New Jersey, Estate Sales.

Christina Falzano

Crissy Fetcher

Senior Program Director

Senior Designer

Joined WONY

5.1.18

2.1.16 Ask me about

Beyonce, Concerts, Sever, Bars, Sandwiches, Guidelines

Cynthia Pratomo

Liz Benson

Creative Director

Strategist, Chief Fun Officer

Joined WONY

4.10.17

10.5.16

Ask me about

Growing up in NYC in the 90s, Designing for Google + Booze, Gardening, Paper, Mentorships

Soul cycle, the 70s (even though I wasnâ&#x20AC;&#x2122;t alive then)

Erik Yang

Ina Faeber

Senior Designer

Senior Program Director

Joined WONY

9.1.14

10.1.12 Ask me about

Berlin, Grubhub, NYC winter getaways

Isabeau Lalonde

Jan Eumann

Experience Strategy Director

Design Director

Joined WONY

5.1.15

10.1.12

Ask me about

All things Fidelity, User research, Montreal bagels, Brughub, Envisioning and BK cocktails

WO Spirit, Old projects, World travel, Germany and the great outdoors

Jess Ely

Jheanelle Bell

Program Director

Assistant Controller

Joined WONY

10.8.14

7.27.15

Ask me about

The Berkshires, pugs and Google videos

Jo Ellen Soffler

Kate Rinker

Program Director

Global Principal

Joined WONY

8.21.17

2.6.17

Ask me about

Hyatt, Hello Kitty, Client relationships, Italian food, Montessori, Guiâ&#x20AC;&#x2122;s/Digital, Planning, Karaoke

Ceramics, puns

Maniezheh Firouzi

Marilyn Markman

Business Development Analyst

Joined WONY

11.6.17

3.2.15

Ask me about

Strategy Director

anything Latin America, dance, culture shock

Matt Delbridge

Matt Welch

Design Director

Senior Program Manager

Joined WONY

2.1.17

5.1.18

Ask me about

Baseball, the Midwest, Euchre (itâ&#x20AC;&#x2122;s a card game), Coca-Cola, Harry Potter, speaking Spanish

Mila Linares

Rebecca Dersh

Senior Strategy Director

Senior Marketing Manager

Joined WONY

11.1.16

4.1.13

Ask me about

Cats, Insights, Raising teenagers, Brand strategy

WO marketing, social media, health + wellness

Sam Liebeskind

Shalini De Abrew

Strategy Director

Group Finance Manager

Joined WONY

2.1.12

7.31.17

Ask me about

AMA... Sports, Google, Behavioral science

Anything to do with Excel, Travel, Dogs, Sri Lanka, New Zealand

Timoney Kinsler

Tom Wason

Office Coordinator/Tech Resource

Managing Principal

Joined WONY

11.1.13

1.2.17

Ask me about

Anything Ops related, IT, fun stories about growing up in the city

Skype, Google, Grubhub; London, WOLO; Playing computer games with < 10 year olds

Valdete Cake

Vivian Yang

Account Administrator

Designer

Joined WONY

1.22.18

8.1.16

Ask me about

PGM, my non-profit, Drake, sâ&#x20AC;&#x2122;mores pie

Fight club, designer shoes

Nomzamo Majuqwana

Tara Nooyi

Strategy Director

Joined WONY

3.12.18

12.2.16

Ask me about

Best places to eat spicy foods

Strategist

Each of our offices, Our collaborative playlists, Hip Hop

Meagan McKee Office Coordinator/Tech Resource Joined WONY

1.8.18 Ask me about

Dad jokes and Kentucky

WORK WEâ&#x20AC;&#x2122;VE DONE

People say this about us...

And also this.

The MET 2016

NYC 2007

(RED) 2006

AOL 2009

Current 2011

New Museum 2008

USA Today 2012

Zocdoc 2017

DOTDOT 2017

OFFICE LIFE

WO Traditions Morning Announcements 10:30

Friday Happy Hour 4:30/5:00

Every day around 10:30 you’ll find a morning announcements e-mail in your inbox. This tells you where people are and what’s happening in the space. Be sure to read!

Most Fridays around 4:30 there’s a snack delivered or something tasty ready in the crock-pot. Once the e-mail goes out, it’s game on for anyone who wants to head to the kitchen to hang.

Monday Morning Meeting

Thanksgiving Dinner A week or so before Thanksgiving we stop the day short for a family-style feast. This usually involves a fair amount of wine, which often leads to impromptu toasts and a united trip to the local.

10:00

On Monday mornings we meet in the living room to chat about upcoming events and give client updates. You’ll know it’s time when you hear the music calling. Tuesday Lunch 1:00

Tuesdays are WO family lunch days. We bring chairs up front to sit together and have lunch that’s been ordered from a favorite local spot. Best time to catch up on everyone’s weekend stories!

Holiday & Summer Parties Twice a year we have WO parties. We find a new spot, come up with a theme, make sure the tunes are on point, and get weird/make stories!

Bagel Wednesday Every Wednesday morning there are fresh bagels delivered to the kitchen from Murray’s Bagels – yum! Thursday Share 5:00

On most Thursdays we gather up front for Share. Inspiring guests come in to share ideas, or an internal team will show client work. We chill, we learn, we sample the beer cart selections. If you have ideas for guest speakers or other shares be sure to let Meagan or Ashley know. Oh, and you’ll be doing a “newbie” share soon too!

Need to know

General Policies When To Be Here Our office hours are 9:30am - 6:00pm. You can take an hour for lunch whenever it makes sense in your schedule. Attendance If you’re going to be in late or have to leave early, be sure to e-mail your team and Meagan to let them know. An our or two out of the office for a medical appointment doesn’t need to be coded as vacation time as it’s just assumed that you’ll be making the time up during the week. Vacation Days Ashley will let you know how many accrued vacation days you will have for the year based on your start date. As soon as you know you’re planning to take a vacation day, request the days off via Projector. This will automatically go to your manager for approval and into our resourcing calendar. Once approved, be sure to add the days to your Outlook calendar and code as “out of office” so people see that you’re unavailable. Personal Days You’ll have two personal days per year. These can be used to take care of personal business such as moving, taking care of dependents, last minute emergencies etc. These days are separate from bereavement leave. Sick Days If you’re not feeling well and need to take a sick day, e-mail your team and Meagan as soon as you know you’re not coming in. Don’t forget to code your sick time on your weekly timesheet. Working late If you’re required to be on site for work reasons after 8:00pm you can expense the cost of a meal (up to $15) purchased while working late. 54

Timesheets Timesheets help us to track and run the business so it’s important to submit them every Friday with correct job codes. Ask your PGM if you’re not sure what to code your time to.

Our space Your desk We don’t believe in corner offices or departments sitting together, so all the communities are mixed up together. We move seats every now and then to unite client teams and shake things up. The kitchen The kitchen is stocked with dishes, fruit, snacks and drinks for everyone to share. We try to lean toward healthy and local options, but we like our indulgences too! Pro tips: avocados go fast. Chocolate is in “the drawer.” Dishes Dirty dishes go in the dishwashers please & thanks! Conference rooms We have four conference rooms aptly named front, back, wall and window. You’ll find instructions for how to book them in the “WO Basics” area of the server. If you need to keep writing up on the whiteboards, be sure to put up a “do not erase” sign or your brilliant thoughts might disappear! Music We like to keep music rolling through the studio all day and have everyone add to our anonymous, collaborative playlists. We’re big on exploring new genres and hearing new jams so don’t be shy about adding! Ask your neighbor or Zami how this works.

Bathrooms

Print Room

Crit Space

WIndow Room

Wall Room

Front Room

Back Room

Living Room

Kitchen

The Vault

Tech Tech Support Paige

Paige is our tech support service where you can get help through raising tickets via self service portal or live chat. How to Register • Register at www.omcpaige.com using your network credentials (WO e-mail address and password). • Be sure to add your cell number under your profile • Add the site to your bookmarks. How to Use • Log into the portal using the link. • Live chat with support, create a request ticket, or call the support line. • Save Paige support number into your cell in case you ever get locked out: 1-888-697-2443 REACH REACH is the employee self-service portal. It’s the one central location to access and update personal information. You’ll need to set up a profile in REACH during your first week. This system is tied to payroll and is where you’ll need to sign up for direct-deposit before your first pay period. Later on, this is where you’ll go to update your address if you move, view your pay statement, update your W-4 or view your compensation history. One Login One Login is a single sign-on portal with links to Projector, Confluence, G Suite, and Slack. You can access with your WO e-mail and password at https:// wolffolins.onelogin.com/portal/

Projector Projector is how we manage projects, resources, and time. This is where you’ll submit your timesheet every Friday, request time off, and submit any expenses you may have. If you’re a PGM, you’ll be using it for a whole lot more! The Finance team will show you how to log in and use https://app.projectorpsa. com/logon but download the app on your phone for easy timesheet use by searching “Projector by Projector PSA” Confluence Confluence is used for internal file sharing and collaboration. To get set up go to https://wolffolins.atlassian. net/wiki/ and use your WO e-mail and password. Slack Slack is how we chat to each other in a less formal way. You’ll find different Slack channels for project groups, resourcing, Beyoncé fans etc! Benefits If you’re eligible for benefits, Ashley will be meeting with you soon to go through them. All benefits info can be found in the “WO Basics” area of the server.

What to wear

What to wear Our everyday dress code can be described as business casual. Nice jeans are permitted, as is other casual wear, but use your discretion in choosing what you wear to work. We want our employees to be comfortable and be able to express themselves in their dress; however, we encourage you to keep in mind that you are representing Wolff Olins when youâ&#x20AC;&#x2122;re at work. In the event of a client meeting or a pitch, we encourage a more typical professional dress code.

Where to eat Go-to Seamless order

After-work bar

Emily Loves Pizza

Village Tavern

Westville

Mogul

Delicious, delicious pizza

Tacos & Margaritas

Do Hwa

Madam X

Souen

The Ship

Tacombi

Lazy Point

Do Hwa

Blue Ribbon Wine Bar

Healthy

Tacos & Margaritas

Korean

Kiin Thai

Thai

Rosemaryâ&#x20AC;&#x2122;s Stickyâ&#x20AC;&#x2122;s Fingers Ramen Ya Bare Burger

The Garrett

Speakeasy above 5 Guys

The Folly Rusty Knot Hotel Hugo Ear Inn Bar Veloce

Go-to coffee shop

Gardenia

Prodigy

Up + Up

Close & classic

Little Branch

Birch

For cocktails

La Colombe

124 Old Rabbit

7 Grams Bluestone Lane (Almond milk chai latte! OR a turmeric latte)

Jacques-Torres For hot chocolate

For beers

The Brooklyneer

Lunch spots Westville Deb’s

In our building...

Getting Hungry Miss Lily’s

(with lots of Scotch Bonnet Sauce)

Birdbath

Healthy, takeout

Baker & Co.

Pasta, salads Good for large groups

By Chloe. Healthy

Taco Mahal Indian

Essen

Huge selection

Faico’s

Olive’s

Italian sandwiches

Gardenia

Murray’s Cheese Shop

Sandwiches

Fish Tacos

Court Street Grocers Sandwiches

Charlie Bird

For family, client, wrap lunch

Cotenna Best italian

Grilled cheese

Mamoun’s

Cheap, delicious falafel

Alidoro

Huge Italian sandwiches

Merriweather Salads, cafe

Pepe Rosso

Good Stock

Italian, pasta

Saigon Shack

Japanese

Soup

Vietnamese

Jack’s Wife Freda Dos Torros Pi Tacombi

Sunrise Mart

Emily Loves Pizza sweetgreen Little Prince Piet