Enneagram MBA

ABOUT THE PROJECT

Enneagram MBA helps businesses build stronger teams by using the Enneagram, a personality typing system, to identify co-workers’ strengths, weaknesses, and tendencies. But getting a group of co-workers to engage with the Enneagram and believe in its value is no easy task. Many emotional intelligence programs feel like therapy, and colleagues are worried about showing weakness or vulnerability at work. So how can we get co-workers to feel at ease and start building stronger relationships?

THE APPROACH

Our strategy focused on levity. Many business coaching services are serious, calm, and gray. By contrast, Enneagram MBA is bright, fun, and energetic. The colorful brand and relaxed sessions allow team members to feel comfortable sharing personal stories. We focused on the concept of “shaping workplace relationships”, telling the story of the nine Enneagram personality types using polygons as a visual metaphor: triangles for 3, pentagons for 5, all working together in harmony. We developed the tagline “Make Work Happier” with a smiling “e” icon to reinforce that Enneagram MBA is about team building, not serious therapy. The brand came to life through a series of touchpoints, including presentations, infographics, brand swag, and a printed collateral piece that explains the Enneagram system, its benefits, and why workplace relationships directly affect a company’s bottom line.