Internal Employer Brand Campaign
This project was an internal corporate communications campaign for Lockton. The idea was to celebrate the organization’s past history, their values, and tie them to today. I was given the four values and the phrase “Some things never change.” I worked with our communications team and internal stakeholders to provide multiple creative directions. These were to operate as static images but also were to be animated and carried across videos.
The organization was founded in the 1960’s, so I drew a lot of inspiration from that time period. Since it was an internal campaign, some of the options were more fun and colorful than typical representations of the brand. We had a lot of good historical imagery from the archives and being able to incorporate images of actual employees was important.
My first option played it pretty safe. This was very close to Brand’s template styles.
The idea for a motion component was that the values would underline at left and people, facts or photography would slide or animate in the blue field to the right to illustrate the concept.
My second option added new design elements to the mix. 1960’s inspired mod graphic shapes in some company colors would slide and flip into place to reveal imagery or add interest and play to text messages.
My third option again drew inspiration from the 1960’s, this time with a retro pattern that would carry through the animations, leaving a space to animate in facts, images, people to profile, etc.
I also explored using the pattern in black to keep things dark, separating the values with pops of color. This was a more traditional way color functioned in the visual system, as small highlights.
My final option was to list the values at left, having them highlight in with different brand colors. The space at right was used to animate in numbers, facts, and polaroids with photos, captions and years, highlighting the values throughout time at the organization.