The American Arbitration Association® (AAA®) pioneered arbitration as a method for alternate dispute resolution. The AAA® has been the leader in the development of arbitration rules and implementation.
The Challenge: Reposition the AAA® as a modern and innovative brand by transforming brand communications and changing perceptions from within the organization from understated to exciting. Influencing board members and staff was key.
The Solution: Internal efforts included changing the approach to Annual Report Communications and the surrounding events. The executives and the projects that would lead the organization into the future were highlighted through storytelling.