AlabamaWorks! Brand Charter

An integrated brand charter is critical because delivering services from the top of the pyramid in this model offers an experience
of authentic work—the “flow state” of effortless excellence. Removing any component moves your enterprise away from this
high-performance position toward increasing stress. Brand Charter is comprised of seven components that together create a
sound foundation upon which to create messaging. These are the navigational chart and compass for the new AlabamaWorks
brand, messages, and design.


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