Brand Identity Project Showcase
MyPeers Identity
An internal identity for a MyPoints employee volunteer group created to keep communication open during a fast-changing dot-com culture.
Project Tags
Project Overview
MyPeers was an in-house volunteer group of employees at MyPoints, created during a period when dot-com teams were growing quickly, changing constantly, and often inventing new processes in real time. The group served as a liaison avenue for open communication between product, technology, creative, and management.
The identity needed to feel approachable, optimistic, and employee-owned. It was not a corporate campaign imposed from above. It represented a practical, earnest effort by employees to keep the lines of communication open as the company culture shifted almost daily.
The visual system gave the group a recognizable presence across internal announcements, meeting materials, feedback channels, office signage, collateral, and employee-facing communications.
Cultural Context
The dot-com era created unique organizational challenges. Teams were ambitious, timelines were compressed, roles evolved quickly, and the boundaries between product strategy, engineering, creative execution, and business management were often being defined while the work was already underway.
In that environment, communication was not a nice-to-have. It was infrastructure. MyPeers helped create a visible, human channel for employees to share questions, concerns, ideas, and observations across departments.
The identity needed to support that mission without feeling bureaucratic. It had to feel friendly enough for employees to trust, but organized enough to be taken seriously by leadership.
The Mark
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The MyPeers mark was designed to feel open, collaborative, and employee-centered. The name itself suggested a horizontal relationship: peers talking with peers, rather than directives flowing only from the top down.
The identity gave the effort a clear presence while keeping the tone accessible, conversational, and human.
Brand in Context
MyPeers was imagined across the kinds of internal touchpoints that help an employee-led communication group become visible: office signage, meeting announcements, feedback cards, presentation templates, digital updates, apparel, and lightweight materials employees could encounter throughout the workplace.
Design Strategy
The strategy was to create an identity that lowered the emotional temperature around internal communication. In a rapidly changing company, employees needed a way to ask questions and surface issues without the program feeling formal, punitive, or politically loaded.
The MyPeers identity was designed to suggest approachability and shared ownership. It needed to feel like an invitation, not a policy. That meant keeping the tone direct, optimistic, and accessible across every touchpoint.
The brand system also had to be lightweight. Internal volunteer groups rarely have large production budgets, so the identity needed to work across simple printed pieces, office materials, email graphics, presentation slides, and informal employee-facing communications.
Project Highlights
- Created an identity for an internal employee volunteer communication group
- Supported open dialogue between product, technology, creative, and management teams
- Balanced approachability with organizational credibility
- Designed for quick, flexible use across low-cost internal communication materials
- Helped give a fast-changing dot-com culture a more visible employee voice
Reflection
MyPeers is a reminder that identity design is not only for customers. Internal programs also need clarity, tone, trust, and recognition. When teams are growing quickly and roles are shifting, a small communication identity can help people understand where to go, what the effort represents, and why participation matters.
Looking back, this project reflects a very specific moment in digital-company culture. Teams were moving quickly, often improvising, and trying to build better ways of working while the company itself was still evolving. MyPeers gave that effort a name and a visible presence.
The strongest internal identities do not feel like corporate decoration. They help make invisible systems visible: communication, trust, feedback, and shared responsibility.
Sometimes the most important audience for a brand is the team trying to build the company from the inside.
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