Creative Brief

Why: Through engagement surveys, we learned that employees needed to universally understand our qualifications for promotion. We were challenged to overcome internal perceptions of “What defines leadership culture at HBG?” Firm leadership sought to express leadership growth and development as a springboard to firm success while demonstrating each individual’s journey to promotion connected high performance in one’s role with a discerning focus on achieving team goals, maximizing internal relationships, asserting a service-leadership mindset, and taking accountability and responsibility for aligning actions with organizational objectives.

What: Solving this challenge involved rebranding the internal communication of newly promoted staff by demonstrating how individuals from across the organization reach their full career potential by forging uniquely compelling paths. We sought to change the promotions narrative from lengthy, often disjointed speeches to a more relatable and accessible communication method. Through thoughtful “video shorts” and personalized storytelling, we chronicled the distinctive and compelling ways promoted staff successfully balanced career interests and job skills with big-picture business goals, organizational needs, and servant-leadership attitudes. As part of our goal, we desired to promote employee engagement by reshaping both message delivery and the promotions experience, which transformed into a celebration fostering community in tandem with acknowledging career advancement for key individuals.

How: We reshaped the promotions narrative to focus first on our organization's and team's success, then highlighted individual accomplishments supporting a balanced leadership culture. We accomplished this via simulcast video connected to in-person, celebratory events, merging technology with a personal touch that brought us together as family.