A company is nothing without its employees. When leadership goes the extra mile to appreciate those who have chosen to be a part of the organization, it speaks volumes about the company culture from the top down.

Stellar, an architecture, engineering and construction firm with more than 650 employees, has a worldwide presence from its office in China to its corporate headquarters in Jacksonville, Florida. In an effort to improve company culture, Stellar’s CEO wanted to give new employees a warm welcome before they even started working.

Under the direction of and in close collaboration with Stellar’s internal marketing team, content marketing firm Reputation Ink wrote and designed an employee onboarding book to be mailed to new employees’ homes before their first day on the job.

Separated by “About Us,” “Achievements” and “Our Work” section tabs, the 40-page welcome booklet highlights Stellar’s 20-plus years of growth, service offerings, culture, values, accomplishments and community involvement. The copy is written in an inviting tone, using language such as “Welcome to the Stellar family,” while still maintaining Stellar’s client-facing brand voice.

The booklet is designed to reflect the strength and stability of Stellar itself. To achieve this, Reputation Ink used thick paper stock, spiral binding, a magnetic closure flap and crisp colors that would stand out on any bookshelf. Stellar’s welcome book is constructed to last as long as an employee’s legacy, rather than a flimsy brochure that would likely be thrown away.