HGA’s e-greeting delivered an emotional, human-centered message that resonated both with internal staff for its connection to our mission, values and purpose, and also with our target audience – HGA clients, partners and prospective clients – as evidenced in the feedback and metrics shared in this entry.
We are an architecture, engineering and planning firm and we believe our work is bigger than any of us. This belief set the creative direction for our greeting and was reflected from the overall message to the photography selections. We deliberately chose not to make the greeting feel like a marketing message, but rather aligned with demonstrating our beliefs and our values – empathy, curiosity, hard work, originality, and legacy.
To achieve this we showcased HGA-designed work while putting the focus on the end-user, not ourselves. We selected photography showing our work alive with people and purpose, rather than focusing on beautiful photography with empty spaces. Throughout the greeting we demonstrated many ways in which each of our projects is used and embraced by the people and communities in which we serve – celebrating, learning, welcoming curiosity, healing, spending time together, enjoying the outdoors, etc.
The story was tied together with a New Year’s message, reminding us that each day counts and to celebrate what is important in life with each new day. This theme also ties in with the mantra from one of HGA’s founders, Richard Hammel, that we are still influenced by today: “We design for the celebration of human life.”
HGA Holiday Greeting: Welcome 2017
Category
Holiday Piece > Holiday Piece-Digital
Description
HGA Architects and Engineers
Minneapolis, Minnesota
Winner Status
- Merit Award