At COVE: Center of Visual Expertise, we believe in celebrating leaders who go above and beyond in advancing Visual Literacy in their organizations. We are proud to present the Master Trainer Award to Jay Zemmol, Regional EHS Manager at American Axle & Manufacturing (AAM).
Jay exemplifies the spirit of this award, demonstrating excellence in training, innovating the way Visual Literacy is delivered, and working tirelessly to make it a sustainable part of AAM’s safety culture.
Why the Master Trainer Award Matters
The Master Trainer Award recognizes individuals who have completed COVE’s Train the Trainer (TTT) program and show exceptional commitment to advancing Visual Literacy. Recipients are selected based on several key criteria:
- Excellence in Training – Delivering COVE content effectively and consistently.
- Innovation & Improvement – Seeking participant feedback and continuously refining delivery.
- Collaboration with COVE – Staying engaged to share ideas and identify training needs.
- Organizational Impact – Serving as a subject matter expert and internal advocate.
Jay has excelled in all these areas, making a measurable difference at AAM and beyond.
AAM’s Journey With Visual Literacy
AAM, headquartered in Detroit, Michigan, is a global leader in driveline and drivetrain systems. In an environment where speed, precision, and safety intersect, AAM was looking for a way to strengthen its behavior-based safety program.
That journey began in 2018, when AAM’s Director of Global EHS first connected with COVE at the National Safety Council Congress & Expo. The team saw immediate alignment between COVE’s Visual Literacy tools and the needs of their complex manufacturing operations.
Research shows that we may only see as little as 10% of what’s actually in front of us—the rest is filtered by bias, experience, and expectation. In a fast-moving assembly environment, missing 90% of hazards can mean slips, strains, and serious injuries. Seeing the Whole PICTURE® became an essential skill for AAM’s workforce.
Jay Zemmol: A Champion for Visual Literacy
After attending a Foundations of Hazard Identification workshop, Jay Zemmol became one of the earliest adopters and advocates at AAM. But instead of introducing Visual Literacy as “just another training,” he worked to embed it into the company’s culture.
“We spent months making sure Visual Literacy wouldn’t be the flavor of the month,” Jay shared. “By reinforcing the tools in safety assessments and weekly walks, it became second nature for people.”
His approach worked. Supervisors, EHS reps, and production leaders began using Visual Literacy prompts during their weekly safety walks. Instead of simply asking if a hazard existed, they asked employees to explain how they saw it—using elements of art like line, shape, and color. Over time, workers built sharper observation habits and stronger critical thinking.
Training, Engagement, and Impact
Jay has led Visual Literacy sessions across dozens of AAM sites, training supervisors, skilled trades, and even quality teams. His sessions focus on Seeing the Whole PICTURE® and the elements of art, supported by practical exercises that click with participants.
Reaching Scale: Visual Literacy has been rolled out to ~60 AAM sites and more than 1,000 associates trained.
Increasing Hazard Recognition: Tracking shows a steady rise in hazards identified after training began.
Engaging Workers: Associates describe Visual Literacy as “the coolest safety training I’ve ever had” because it feels different from typical compliance courses.
Expanding Application: Jay has extended Visual Literacy beyond safety, introducing it to quality teams who also benefit from seeing patterns and risks more clearly.
“We’ve enhanced our associates’ toolbox to be able to see hazards on the shop floor,” Jay explained. “It’s changed the way we see things at AAM.”
Continuous Improvement
For Jay, the work doesn’t stop with initial training. He continually reinforces Visual Literacy with new hires, integrates it into safety walks, and adapts as COVE develops new modules, including Safety Leadership and On Demand learning.
He also connects regularly with COVE to share feedback and new ideas—helping shape tools and resources that benefit all clients.
Looking Ahead
By integrating Visual Literacy, AAM has built a safer, more observant workforce while re-energizing its people-first safety culture. Jay’s leadership, creativity, and persistence in embedding Visual Literacy make him a model for how one champion can create lasting impact across an organization.
Congratulations to Jay Zemmol on receiving the Master Trainer Award. Your commitment to training excellence and continuous improvement has raised the bar for how Visual Literacy can transform safety culture in manufacturing.
Interested in learning how Visual Literacy can re-energize your safety program? Connect with us to learn more or discuss Train the Trainer opportunities.
