Guyana Enterprise
Rewriting the rules of collaboration.
Softway spent time building insights across the enterprise to understand the mindsets, attitudes, and beliefs across stakeholders of the Enterprise, focusing especially on locals. We developed creative research methods to understand the cultural backdrop.
Working with stakeholders, we iterated on the messaging, pillars, and visuals to craft assets, swag, and experiences that felt bourne out of Guyana, relying on the tastes, preferences, and realities of on-the-ground perspectives.
Based on leadership request, we subtly rolled out the Guyana Enterprise to feel more grass roots, bottom-up, and ownable by all. Using creative tactics, we wove messaging, visuals, and experiences into engaging moments.
Our approach
01
Softway began by conducting stakeholder interviews and audience analysis on the ground in Guyana to understand the core values and aspirations of Guyana Enterprise, ultimately shaping a compelling vision for the organization.
02
From this vision, Softway crafted key messaging and a comprehensive communications campaign, encompassing both digital and physical touchpoints like branded swag.
03
Softway's creative tactics ensured that the new brand identity was woven into engaging experiences, fostering a strong connection with the target audience.
Guyana Enterprise rollout: Engaging grassroots activation.
Brand Creation
An identity that resonates
The Guyana Enterprise initiative focused on building insights into stakeholder mindsets, attitudes, and beliefs, especially among local Guyanese populations. The challenge was to craft messaging, visuals, and experiences that resonated with local tastes, preferences, and on-the-ground realities.
This involved stakeholder interviews and audience analysis in Guyana to understand core values and aspirations, leading to a comprehensive communications campaign with digital and physical touchpoints.
Project Gallery
The results
Refined collaboration
We rewrote the rules of collaboration, blazed a new trail and made things better by challenging the status quo.
This has become the template for other transformation efforts within ExxonMobil to include the divestment of the near shore JV within ExxonMobil Nigeria.
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