The Thomas Kilmann Instrument (TKI) is another assessment product published by CPP Inc. For the 40th anniversary campaign, CPP wanted a special logo that embodied conflict. Employers use the TKI to address conflicts between co-workers, so my client had the idea of incorporating fighting robots into a logo lockup. After a couple of drafts, I realized the concept just wasn’t working, so I proposed a totally different approach that was more closely aligned to the original logo. My client loved it instantly, and we never spoke of fighting robots again.
Another element of the campaign was a whiteboard drawing video (link). I created an infographic about the TKI in the same whiteboard drawing style, which was used as a downloadable PDF for website visitors.