CLIENT: Global Snack Food Company*

CHALLENGE: Every year, companies update their benefit plans and employees make choices for the following year. People are busy and the details can be pretty technical (and boring). Most employees just choose the same thing they had the year before. But some changes are significant and can have long-term impacts so making educated decisions matters. We needed to overcome apathy and help existing employees and new hires:

• Learn about changes to their plan offerings,

• Think through financial impacts and ways to best manage their costs,

• Make educated decisions leading to the right choices for their current life situations.

SOLUTIONS:

BRAND REFRESH: I designed a visual identity aligned with the new corporate brand, yet differentiated for an internal audience. I also developed icons specific to HR, working with the corporate brand team as reviewers.

IMAGERY: To augment typical, ubiquitous stock photography, we proposed building a library of images of real employees. Instead of idealized images of health, our intention was to inspire and connect employees with images of people like them — real people in real life. We rolled out a contest for employees to submit photos of themselves and their families engaging in activities that support their well being. The result was overwhelming. We received enough images to use throughout the year. Submissions reflected moments that matter in people’s lives and many of the stories that went along with them were inspiring.

MEDIA: Our media strategy was segmented by business units, roles and audience preferences. The groups with computer access received received digital enrollment tools and some printed postcards and flyers. Printed materials, including highlights and decision guides were sent to team members in manufacturing roles.

*Due to an NDA, this client’s name is confidential.