Creative Brief

The HBG Design marketing team, comprising four individuals, crafted a dynamic "design thinking" campaign aimed at showcasing the industry knowledge and talents of new and emerging leaders within the firm. Launched alongside the announcement of a leadership transition in 2022, the campaign harnessed a modern multimedia approach, leveraging blog posts disseminated via eblasts and social media channels, as well as captivating Instagram Reels highlighting each visionary leader.

Our primary goal with this employee-centric initiative was to not only introduce the new leadership but also to bolster industry awareness, positioning HBG Design as a preeminent authority and thought leader within the hospitality and entertainment design sphere. 

Beginning with the introduction of HBG Design's new practice leader at the outset of 2022, the campaign unfolded monthly, with each eblast showcasing a different leader from various specialty studios and initiatives within the firm. These informative blog posts were complemented by engaging Instagram Reels, offering a visually captivating glimpse into the ethos and expertise of each leader.

Multi-platform campaign elements included:

• Website posts served as “home base” for blogs featuring thought leaders at HBG Design.
• Social media – Blog posts pushed out via Facebook and LinkedIn, Instagram Reels created featuring each thought leader.
• E-mail – six e-mails promoting blog posts featuring thought leaders at HBG Design distributed to HBG’s industry contacts.