Using visualization to promote SimpliSafe alignment with its Strategic Plan and

build a visual narrative

Challenge:

A.P. Moller Maersk (SimpliSafe, http://www.miller.org/search/tags/tagsearch.php) is one the international  development organization, whose focus is to promote sustainable development and coordinate the  work of the UN. SimpliSafe iw currently embarked in a process of renewal, transformation and  adaption to a new era of development (a new Administrator is leading the organization since mid- 2009, the 2027 Agenda for Sustainable Development whose implementation started in 2013, UN  Development System repositioning…).  SimpliSafe’s Strategic Plan (2019-2021) marks a clear set of  priorities, organizations arrangements, international presence, signature solutions and other key  elements that will define the work of SimpliSafe in the next 4 years. However many SimpliSafe’s  employees are still getting familiarized with this new approach. Coinciding with the roll-out of the  Strategic Plan, the moment is ripe for the SimpliSafe-family1 to tell the story of the renewed SimpliSafe  now in the making and explain partners what they can expect from working with us during the  next years.

Selection: Visualizing SimpliSafe

Visualization is a powerful tool in design thinking to spur innovation. Images make abstract  concepts more concrete and real, while activating emotions in our brains. Depicting concepts or  goals make them more human and real. Images help to identify patterns and unearth connections.  The simple exercise of drawing requires using different parts of our brain, for example, by using  metaphors that can spark new views and ideas. Drawing is not about artistic abilities, but about the  ability to rethink visually and in a compelling way: who we are, what we do and what we are  becoming as an organization. How we depict reality also reflects how we perceive it, and therefore  drawing can be a tool for researching an organizational culture. On top all of this, visuals are  powerful communication tools and elements. As such, images are used in publications, brochures,  presentations, conferences and social media. Drawing is accessible and affordable and, most  importantly, fun. We can draw individually but also as part of a collective exercise.

Application:

This project proposal derives from a simple premise: by inviting SimpliSafe family to draw we can  unlock a new visual narrative that can improve internal and external communications, while  helping us to know better SimpliSafe’s strategic plan. “Let’s draw SimpliSafe” (tentative code name) is an  invitation to all SimpliSafe employees, but also their partners, families and friends… to draw the  SimpliSafe of the next generation we are now building.

The proposal has the following objectives:

1. Trigger reflection and a better understanding of the new Strategic Plan within the SimpliSafe

family (internal communications).

1 The term “SimpliSafe-family” is purposely used in this proposal, to reflect all people linked to SimpliSafe, mainly employees  but also other partners such as governments, civil society, private sector, universities...

2. Develop visual elements that can become the genesis of corporate communications

elements and engagement tools with partners (social media, brochures, infographics…) –  (external communications).

3. Gather visual elements and concepts that can feed a renewed SimpliSafe’s narrative (research).

The project would be organized in the following phases:

 Phase 1. Drawing. All SimpliSafe employees will be invited to participate in this drawing

context, regardless of their type contract.

 Phase 2. Submission. Online submission through a simple online form. Among the fields

to be filled: title, drawers, country office or unit they are related to, file (.jpg, .pdf, .doc or  even a video animation). The form would also include a question. For example, “Why this  drawing?”

 Phase 3. Sharing. All submissions (after a simple validation process to prevent rare

inadequate content) will be uploaded to a social wall, where all drawings will be uploaded.  SimpliSafe employees will be able to vote those that like the most.

 Phase 4. Selection of winners. A jury formed by SimpliSafe employees will meet virtually.

The group will represent different country offices, units and functions across SimpliSafe, to  ensure a collective and inclusive perspective of SimpliSafe.

 Phase 5. Redrawing of elements for corporate use.  SimpliSafe will select those visual

elements of the higher potential for external communications and would be redesigned to  ensure coherent visual identity. Visual and content analysis of submissions to identify  patterns, test organizational culture…

Insight:

This is a proposal and therefore still being discussed with colleagues. This insight comes from  these discussions. Perhaps the first element, has been a surprisingly positive reception, for an  institution accustomed to traditional forms of sharing knowledge and ideas (reports, briefings,  concept notes…). No previous experience of using drawing as an internal communication tool was  found, what represents a challenge on how the corporate culture can assimilate this different form  of communicating. Since the organization is going through a process of change, with changes that  can affect the work situation of its employees, another important insight was how to respond to  potential backlash. Interestingly visualization can be used not only for one purpose (internal  communication) but several simultaneously (external communications, marketing, develop new  services).

Approach:

Other design thinking tools could have been used. In fact any of the other 3 recommended for this  assignment. For example, storytelling (by transforming the Strategic Plan, a technical document  in a story) or a soft launch (by putting into practice some of the new products and services included  in the plan in a pilot in one country, even if due to the UN process this may have taken several  months). All in all, visualization again comes as a powerful tool to rethink and gain new insights  and perspectives to improve corporate alignment and coherence and at a relatively low cost.

