Creative Brief

When Lewis embarked on a months-long process to answer the deceivingly complex question, “what is our purpose?” the result was a three-part sentence that now serves as Lewis’ Purpose Statement—our “North Star.” Our marketing team’s task was to communicate this statement out to employees in a multi-faceted approach.

What is a North Star? It’s a constant, a navigating principal. Lewis’ North Star is our people. The Purpose statement says “we hear you, we know why you’re here, it’s why I’m here too,” and when Marketing set out to brand and communicate our Purpose to Lewis employees, this act of resonation drove each of our marketing decisions.

The centerpiece of our efforts is the logo, which leverages the concept of our people, decisions, and values, orbiting this North Star. The motif was carried throughout our suite of supporting collateral, including the rollout presentation deck, promotional video, intranet page and ongoing feature series in our weekly newsletters. The rollout was implemented by leadership on every jobsite and department in two states, using our presentation deck. We supplemented it with an inspirational and informational documentary video, which Lewis leadership used to reinforce the statement post-rollout. We’re keeping the concept alive with a series of stories and awards featured across all of our internal communication platforms.

This campaign’s success was taking an abstract, high-level corporate statement and communicating its emotional importance while making it easy to understand. Our Purpose was something our employees already knew, put into words—we put it into action.