The company-wide Core Values identity, infographic, and employee activation concepts for DigiKey.
- Client
- DigiKey Electronics
- Role
- Lead designer — identity, infographic, activation concepts
- Deliverables
- Core Values logoColor & icon systemLeader infographicGlobal translated versionsActivation conceptsEmployee merch concepts
The challenge
Core values programs usually land as a poster nobody reads. Four values — Ownership, Improvement, Excellence, People — each with behaviors underneath, had to be memorable, visually ownable, and understandable to thousands of employees across regions, roles, and languages.
Approach
I built the identity around a rotated four-part diamond: one quadrant per value, each with its own color, locking around the DigiKey mark at center. It works as a logo, an icon set, a layout grid, and a merch graphic all at once. The infographic uses the same four-color logic so a reader can find a value by color before reading a word, and the structure was designed to survive translation — copy blocks flex without breaking the layout. From there I concepted activations and merch that made the values something people participated in rather than read.
Outcome
The Core Values logo, infographic, and system are used company wide and globally translated, giving DigiKey one consistent language for how its teams work.
Selected pieces
Click the front card to view the full image
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