Challenge
Wing, part of Alphabet (Google’s parent company) is a leader in drone delivery innovation. As the company prepared for rapid scaling and expansion, Leadership recognized the need to align on a clear and compelling brand identity. The goal was to articulate a purpose-driven brand that resonates with customers, builds trust, and supports Wing’s ambitious plans for the future in a competitive market.
Approach
SALT Collaboratory partnered with Wing to design and facilitate a focused brand identity workshop for the Leadership team to refine key brand elements:
Began with a Discovery and Planning phase to gather insights from Wing’s marketing leads on key brand challenges and opportunities.
Designed and facilitated a custom three-hour interactive workshop to align executives on critical brand elements, using Design Thinking promote engagement, alignment, and creativity
Explored the "WHY" behind Wing’s mission using structured exercises, uncovering key themes such as global advancement, safety, and improving daily life for customers
Clarified Wing’s unique value proposition and growth strategy by identifying the key drivers behind the company’s mission
Collaboratively defined Wing’s core values by aligning on what the brand "is"
Brainstormed and prioritized real-world use cases to demonstrate Wing’s value and impact, laying the groundwork for future marketing and communication strategies
Results
The workshop delivered clear outcomes that aligned Wing’s leadership team on a cohesive brand identity, setting the foundation for future growth:
Refined definitions of the company’s purpose and mission, focusing on its role in driving meaningful progress and delivering value to its audience
Established core values to guide consistent communications and strengthen customer trust
Clarified the brand’s approach to achieving its goals, emphasizing key strategies and priorities
Identified and prioritized opportunities to showcase the brand’s value and support future marketing efforts
Strengthened team alignment and collaboration, creating a unified vision for the company’s next phase of growth
"SALT Collaboratory was exactly what we needed to refine our brand identity. Their facilitation was engaging, insightful, and thoughtfully structured, guiding us toward real clarity. They helped us align around what truly matters and set a strong foundation for the future."
Maria Silvanskaya, Marketing Leader, Wing
