DALE CARNEGIE

DALE CARNEGIE

CSA partnered with the legendary leadership training company on a complete overhaul of their brand personality and global identity system.

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Transforming a Transformative Company

Transforming a Transformative Company

Transforming a Transformative Company

Transforming a Transformative Company

Transforming a Transformative Company

Dale Carnegie himself established the professional development and personal training industry over 100 years ago. But the company that today bears his name found itself crowded out in the market, and increasingly confused in the minds of its thousands of trainees and franchisees worldwide. The new visual identity we created for them provided just the right spark to infuse new purpose, clarity, and excitement into this revered legacy brand.

THE CHALLENGE

Doing business in 25 languages across 90 countries through a network of local-market franchises, the Dale Carnegie brand had become fragmented and unwieldy. Executive leadership recognized an imperative to modernize for the 21st century, with a unified identity and message that would appeal to a new generation of customers, and energize internal staff around the world.

THE INSIGHT

The positioning and identity are grounded in the promise of the Dale Carnegie training program itself: Unlocking organizational potential through personal transformation. With emotional portraiture, a vibrant color scheme, and a new brand symbol that renders the “DC” monogram as a universal icon of metamorphosis, the brand idea is brought confidently to the fore: “Transformation starts here.” 

THE RESULT

CSA’s “flexibility-within-a-framework” visual system is designed to deliver the global impact of a “one firm” go-to-market strategy, while allowing for local customization to meet franchisee priorities. Within three months of launch, ninety percent of Dale Carnegie franchisees had adopted the new brand standards.

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The new visual identity is going to blow your mind. It’s new, it's fresh, it’s modern. It shows who we are now. It’s more than just a design system. It’s a platform for us to shout out who we are. We’re not going to look like anybody else. We're going to look like Dale Carnegie.

The new visual identity is going to blow your mind. It’s new, it's fresh, it’s modern. It shows who we are now. It’s more than just a design system. It’s a platform for us to shout out who we are. We’re not going to look like anybody else. We're going to look like Dale Carnegie.

The new visual identity is going to blow your mind. It’s new, it's fresh, it’s modern. It shows who we are now. It’s more than just a design system. It’s a platform for us to shout out who we are. We’re not going to look like anybody else. We're going to look like Dale Carnegie.

The new visual identity is going to blow your mind. It’s new, it's fresh, it’s modern. It shows who we are now. It’s more than just a design system. It’s a platform for us to shout out who we are. We’re not going to look like anybody else. We're going to look like Dale Carnegie.

Michelle Bonterre

Chief Brand Officer, Dale Carnegie Training

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CSA crafted the environmental design, attendee collateral, and executive keynote presentations for Dale Carnegie’s annual global convention, culminating with the reveal of the refreshed brand identity. The new mark became a rallying point and a symbol of pride for the trainers and franchisees in attendance, generating crucial momentum and buy-in for the full system roll-out.

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We understood that the ultimate execution of the brand would hinge on successful training and engagement with franchisees on how to activate the system. CSA designed and facilitated a series of brand training workshops, and developed a suite of ongoing support tools, including a responsive microsite and a post-launch social feed to funnel shared challenges and successes to a centralized brand help desk.

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