Strategy Director, Matt Huss presents at the 2011 A.L.I. Employee Engagement Conference

1. 1 Brand Identity and Employee Engagement as a Unifying Element and Change Management Tool The United States Mint Michael Stojsavljevich Former Chief Strategy Officer United States Mint 2007-2011 Matthew Huss Strategy Director Seigel+Gale

3. Self-sustaining

4. Returns positive seigniorage (profit) annually to Treasury

5. Nearly $4 billion in revenue in FY2010

6. over $400 million in seignioragein FY2010

7. Main products are coins;

8. Circulating

9. Gold

10. Silver

12. Mission and operating focus was changing, straining the brand promise

13. Brand architecture was meeting several demands and becoming fragmented

14. A workforce reduction plan had employees concerned about transparency and employment

17. Various logos appeared to be a stand-alone identityOpportunity: create a rational visual architecture and signature system

18. June 7, 2010 Becoming a team and playing together was critical to becoming a world-class organization Copyright © 2010 United States Mint, Department of the Treasury p6

20. Step 2: Let a brand voice come through that reflected the history and pride employees felt and carried with them throughout their work day while producing these products.

21. Step 3: Outline values that guide behavior, build trust and foster a team spirit

22. Step 4: Create a visual architecture that reflects the brand promise, values and voice but was also a unifying force that had buy in from employees and created a team spirit.

24. Solicit employee input into the creative design process

25. (A first for most employees, but symbolic of positive change)

26. Gather public input into the final design component

27. Worked with our agency as an equal thought partner and leverage their creative talents

29. 10 The United States Mint The Design Process Steps: A Creative Exploration on “How We Look” Step 1: Creating a Visual Architecture by Encouraging Creative License at the Agency Step 2: Funneling down to a Mint management perspective Step 3: Employee engagement Step 4: Public comment Step 5: Final

30. 11 Creative developmentCoin flip

31. 12 Creative developmentCoin flip

32. 13 Creative developmentThe people’s Mint

33. 14 Creative developmentThe people’s Mint

34. 15 Creative developmentSymbol of excellence

35. 16 Creative developmentSymbol of excellence

36. 17 Client presentation 1

37. 18 The United States Mint “Funneling down to the Mint Zone by thinking of the promise and the voice, which is warm, clear, confident and engaging”

38. Coin flip

39. Coin flip

40. 21 The aura that unites us

41. 22 The aura that unites us

42. 23 Seal of authenticity

43. 24 Seal of authenticity

44. 25 Presentation

45. 26 The United States Mint Engaging dialogue and opinions from US Mint employees distilled our creative efforts even further

46. 27 Design refinements

47. 28 The United States Mint Finally, the Coin Flip was modified based on public commentary to ensure all internal and external stakeholders had their say and we had a fully transparent process

48. Innovation

49. June 7, 2010 Copyright © 2010 United States Mint, Department of the Treasury 30

50. 31 The United States Mint Final Coin Flip Results: 1.) Engagement and transparency created team spirit that led to easy implementation 2.) Internally, this engagement process improved performance and internal engagement measures, but also became the foundation for achieving results in several other management initiatives 3.) Externally, the United States Mint was named 2011 Rebrand “Best of Award” Winner A rare achievement for a government agency but nonetheless a function of engagement