Creative Brief

On June 1, 1978, Herb McKim and Mike Creed established McKim & Creed. Today, the company is a 505-person, 22-office engineering and surveying firm.

As 2018 approached, Herb and Mike were completing exit strategies. A new CEO had been installed. Most employees didn’t know the company’s history.

The 10-person Marketing/Communications (MarComm) team recognized that a 40^th anniversary celebration presented an opportunity to honor the company’s past, applaud our cofounders’ legacy, and thank employees and clients for 40 successful years.

MarComm developed three concepts: Time Capsule, Gala and Birthday Party. Company leaders unanimously selected the Time Capsule, as it allowed us to share company history while preserving stories and photos that define McKim & Creed’s first 40 years.

In eight months, and 41% under budget, MarComm planned and executed the celebration. We created a Virtual Time Capsule and produced a video explaining the concept and its relevance. We branded printed pieces and templates with a 40^th anniversary logo. We redesigned our website and wrote a company history. We created, produced and distributed ~2,000 printed cards and invitations, followed by 500 digital invites. We launched a month-long social media campaign. And on June 1, 2018, we hosted 10 simultaneous parties in five states that were attended by 682 employees, guests and clients.

We achieved our goal of creating a memorable, positive and fun experience. Guests said the celebration instilled a sense of pride, promoted company culture and expressed sincere appreciation. Herb and Mike called it “memorable” and “a great celebration.”