back
  • work

Alyeska Pipeline Services Company

what we did

ENGINEERING THE NEXT ERA OF TAPS

*Trans Alaska Pipeline System 

industry
energy/pipeline operations 

tactics
mindsets look and feel design 
training tools 
field-ready collateral storytelling 

modes activated
team aligning 
behaviors adopting processing change 

the challenge

In collaboration with our client, develop a year-long campaign to train, adopt, and celebrate a new cultural framework for a proud, disciplined workforce

—without sounding simplistic, diminishing legacy values, or triggering resistance from employees fatigued by leadership turnover.

we were curious

What if this wasn’t framed as replacing the culture that built TAPS, but as codifying the beliefs needed to carry it forward—safely, credibly, and together?

genuine human understanding

TAPS workers do not need culture imposed on or explained to them. They live it. To earn belief, the new Mindsets had to respect their standards, reflect their pride, and prove its value in the real world. 

the wild idea

Treat the 8 Mindsets as Alyeska’s operating code:

shared beliefs that drive behavior, sharpen decisions, and sustain safety across TAPS. Then, bring them to life through a rollout modeled on the pipeline itself: construction, startup, operation, and celebration.

the result

The work gave Alyeska a credible platform for culture change:

one that honored legacy, equipped leaders, engaged the field, and made the new Mindsets easier to adopt, teach, recognize, and defend as part of what it means to proudly be TAPS.