This communications campaign informs employees about the upcoming launch of the redesigned internal newsletter, Keeping Commonwealth Connected (KCC) on SharePoint. Campaign is split up into 3 phases: pre-launch, launch, and post-launch.
(1) Pre-launch: Deliverables used as teasers for upcoming launch; (2) Launch: Deliverables posted on the day of launch; (3) Post-launch: Deliverables used as reminders about new site
I designed visuals and possible deliverables for one of the 2 concepts shared with the client. KCC 2.0 presented the launch as a new, improved way of receiving news content.
Client was impressed and shared both concepts with a focus group of team leads for feedback. Even though KCC 2.0 was not their final choice, seeing the concepts generated great excitement among team leads—and by extension other employees. This helped everyone embrace the transition to a different way of accessing news.
Context:
KCC was originally launched as a weekly email newsletter to keep employees connected while working remotely during the height of the pandemic. After switching to hybrid mode, multiple stakeholders wanted to re-evaluate the purpose and delivery approach for future editions.
Given budget constraints and other factors, they requested it to be redesigned for the SharePoint platform. Newsletter would give more visibility to business updates, employee events, and educational sessions. The internal communications campaign was also requested to help prepare employees for this change.
Process:
In collaboration with the creative director, senior designer, and writers, we brainstormed possible concepts and deliverables. Part of that process involved creating mood boards to convey appropriate tone and emotion through visuals and words.
After some deliberation, we’ve moved forward with developing 2 campaign concepts:
- Stay in the Know: A fun, energetic, and vintage-style theme focused on cultivating employee connections
- KCC 2.0: An aspirational and forward-looking theme alluding to the Indispensability 2.0 campaign*
*Indispensability 2.0 expands on the firm’s mission to effectively address advisor and employee needs with innovative, scalable solutions and invaluable, people-first service.
I was tasked with creating designs and print and digital deliverables of KCC 2.0 for the pre-launch, launch, and post-launch phases. Each phase is marked by a shift in the visuals to depict progression and movement:
Background going from light to heavier colors
Arrow gradually rising up (only applicable in posters)
The arrow consists of 5 individual segmented lines converging together—a visualization of multiple departments/individuals going on a journey together in the same direction. This ties in to Indispensability 2.0, which emphasizes corporate growth and evolution while pursuing shared goals and industry success.
The launch campaign concepts were presented to the client, who also shared them with team leads for feedback. They moved forward with Stay in the Know concept since the emphasis on human connections would likely resonate more with employees. It would still tie in to the overall intent and human touch of the newsletter.
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