Turning Yahoo! purple | Yahoo!

The challenge
Yahoo! was turning purple. Both inside and out. For the first time since 1994, the web brand that we all know and love was going to show its true colours and the changes were more than surface deep. Purple signaled something more substantive. A new sense of optimism, fun and daring. The challenge? Making it real for the people who live the brand day in and day out.

The thinking
It was our job to tell this story internally, in a creative and engaging way. Long before we could establish a mechanism for telling this tale, we needed to know our subject matter inside and out. This required an immersion in the culture of Yahoo! and at the same time figuring out what it meant to be purple.
What was the power of the colour, what did it come to symbolise and how was it interpreted in different cultures around the world? These meanings could be used creatively to celebrate the spirit and values of the company in a fun and engaging way.

The outcome
We delivered these stories through an interactive microsite dedicated to purpleness. It explains the essence of what it means to be purple, reaffirming the Yahoo! values - fun, inventive, human and relevant - and using examples of purple throughout history to bring them to life.

Purple Haze, Purple Rain, Deep Purple (spot the music theme) and even Little Miss Naughty make an appearance. 

The site is not just a testament to an important moment in the history of Yahoo! but a place where employees can go to learn about what makes their company so special and the purpleness they need to embrace in their work everyday.

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