The Challenge  My challenge was to design a comprehensive, integrated print and digital HR campaign for  a Fortune 100 company with over 100,000 employees.

In partnership with my client, their HR and outside vendors I was tasked with creating an  appealing, response-related campaign that put the emphasis on caring, well-being, and  the value of the company’s investment in each employee’s health care package.

The campaign was for their annual enrollment, a period of time when employees can make  critical changes to their elected health beneﬁts. Until this point, my client had communicated  with it’s eligible employees in numerous ways over its 50+ years as an organization, describing  what options they would have for their beneﬁt program, and what new changes there would  be. The employees were hoping for simpler, less complicated materials that were also fresh  and modern, while still within their brand standards.

The Selection I chose the Storytelling tool (from Module two) because I wanted to make an emotional narrative  (life, family, retirement) that ran through the entire system — I wanted the story and the various  plan options to be presented in logical and engaging way.

To quote Gonzalo Hernandez (from Module two), “What I think storytelling does, is it brings a different  element. Storytelling says it’s not about the list of things we have to do, it’s about the connection  that we give to people about a piece of information that we're trying to share.”

That “story” would make a connection between the employees and their health plans by talking  about their lives and families, how we all change and grow, and how our health beneﬁt needs  may have changed since the previous year.

Application Before designing anything, I conducted an ethnographic study (similar to The Good Kitchen  Story from Module one) and interviewed 100 employees of different ages, diverse job titles and  work environments that ranged from ofﬁce and factory, to laboratories and clandestine military  locations. I created personas and empathy maps for 10 of the 100 and received a broad idea of  who the employees were and what they needed from their company in terms of health care  coverage and the cost to them. We wanted the communications to be created from their point  of view, not from the company’s point of view. After all, these communications would be created  for the employees, from the company.

I found no matter what job environment each employees held, they each had the same common  needs. Some employees wanted their same-sex domestic partner to be recognized, while others  were concerned about their paycheck contributions, deductibles and HSA, to name a few. But  mostly, employees wanted the plans to be ﬂexible, to grow, change and evolve with them and  their needs. So that they would have the right coverage for their family, even if they were single.  As such, we named the campaign, “You live. You grow. You change.” … with subhead copy  that was prone to such messaging as, “Your health plan needs are just like you.”

As I mentioned, the employees wanted the health care options to be presented in a simple,  concise, and step-by-step way. They wanted to know what was new, what plan options there  were, what the costs were, and how to enroll in a simplistic, easy way from their home computer  or even their mobile device — which hadn’t been done before.

Insight I reviewed the fundamental four design thinking questions What is? What if? What wows? and  What works? After applying design thinking to this problem, I did my research, brainstormed,  developed design concepts, and prototyped mock-up materials for a focus group. I found that  by using the Storytelling tool, I was able to tell that written story and connect it with a great  narrative, simple layouts, graphic elements, iconography and stunning photos using a diverse  group of real employees. The results of the focus group went well and I began building the  materials with a clear direction.

Approach After the materials of the project were printed and the digital pieces were published, I was able  to reﬂect on how the process went.

The next time I would like to try the Visualization tool (from Module one), or the Mind Mapping  tool (from Module three) to potentially see the employees needs through a different lens. I think of  the MeYouHealth video featuring the work of Chris Cartter and Essential Design — which would  potentially achieve a different outcome — I am fascinated to see what that would look like.

To conclude, I am glad I used the Storytelling tool on a project of this magnitude. And like  a good brand, it provided me the structure I needed to create each piece from start to ﬁnish.  The campaign was a success, the materials were cohesive and the connective thread was  effective throughout the system. The employees responded well to the campaign and the  enrollment increased by 30% from the previous year. Whether the connection was from a  postcard in the mail, a brochure, or a website, I found that the Storytelling tool was the  best method available to me.

The Challenge  My challenge was to design a comprehensive, integrated print and digital HR campaign for  a Fortune 100 company with over 100,000 employees.

In partnership with my client, their HR and outside vendors I was tasked with creating an  appealing, response-related campaign that put the emphasis on caring, well-being, and  the value of the company’s investment in each employee’s health care package.

The campaign was for their annual enrollment, a period of time when employees can make  critical changes to their elected health beneﬁts. Until this point, my client had communicated  with it’s eligible employees in numerous ways over its 50+ years as an organization, describing  what options they would have for their beneﬁt program, and what new changes there would  be. The employees were hoping for simpler, less complicated materials that were also fresh  and modern, while still within their brand standards.

The Selection I chose the Storytelling tool (from Module two) because I wanted to make an emotional narrative  (life, family, retirement) that ran through the entire system — I wanted the story and the various  plan options to be presented in logical and engaging way.

To quote Gonzalo Hernandez (from Module two), “What I think storytelling does, is it brings a different  element. Storytelling says it’s not about the list of things we have to do, it’s about the connection  that we give to people about a piece of information that we're trying to share.”

That “story” would make a connection between the employees and their health plans by talking  about their lives and families, how we all change and grow, and how our health beneﬁt needs  may have changed since the previous year.

Application Before designing anything, I conducted an ethnographic study (similar to The Good Kitchen  Story from Module one) and interviewed 100 employees of different ages, diverse job titles and  work environments that ranged from ofﬁce and factory, to laboratories and clandestine military  locations. I created personas and empathy maps for 10 of the 100 and received a broad idea of  who the employees were and what they needed from their company in terms of health care  coverage and the cost to them. We wanted the communications to be created from their point  of view, not from the company’s point of view. After all, these communications would be created  for the employees, from the company.

I found no matter what job environment each employees held, they each had the same common  needs. Some employees wanted their same-sex domestic partner to be recognized, while others  were concerned about their paycheck contributions, deductibles and HSA, to name a few. But  mostly, employees wanted the plans to be ﬂexible, to grow, change and evolve with them and  their needs. So that they would have the right coverage for their family, even if they were single.  As such, we named the campaign, “You live. You grow. You change.” … with subhead copy  that was prone to such messaging as, “Your health plan needs are just like you.”

As I mentioned, the employees wanted the health care options to be presented in a simple,  concise, and step-by-step way. They wanted to know what was new, what plan options there  were, what the costs were, and how to enroll in a simplistic, easy way from their home computer  or even their mobile device — which hadn’t been done before.

Insight I reviewed the fundamental four design thinking questions What is? What if? What wows? and  What works? After applying design thinking to this problem, I did my research, brainstormed,  developed design concepts, and prototyped mock-up materials for a focus group. I found that  by using the Storytelling tool, I was able to tell that written story and connect it with a great  narrative, simple layouts, graphic elements, iconography and stunning photos using a diverse  group of real employees. The results of the focus group went well and I began building the  materials with a clear direction.

Approach After the materials of the project were printed and the digital pieces were published, I was able  to reﬂect on how the process went.

The next time I would like to try the Visualization tool (from Module one), or the Mind Mapping  tool (from Module three) to potentially see the employees needs through a different lens. I think of  the MeYouHealth video featuring the work of Chris Cartter and Essential Design — which would  potentially achieve a different outcome — I am fascinated to see what that would look like.

To conclude, I am glad I used the Storytelling tool on a project of this magnitude. And like  a good brand, it provided me the structure I needed to create each piece from start to ﬁnish.  The campaign was a success, the materials were cohesive and the connective thread was  effective throughout the system. The employees responded well to the campaign and the  enrollment increased by 30% from the previous year. Whether the connection was from a  postcard in the mail, a brochure, or a website, I found that the Storytelling tool was the  best method available to me.


The Challenge My challenge was to design a comprehensive , integrated print and digital HR campaign for a Fortune 100 company with over 100,000 employees . In partnership with my client , their HR and outside vendors I was tasked with creating an appealing , response - related campaign that put the emphasis on caring , well - being , and the value of the company ’s investment in each employee ’s health care package . The campaign was for their annual enrollment , a period of time when employees can make critical changes to their elected health beneﬁts . Until this point , my client had communicated with it ’s eligible employees in numerous ways over its 50 + years as an organization , describing what options they would have for their beneﬁt program , and what new changes there would be . The employees were hoping for simpler , less complicated materials that were also fresh and modern , while still within their brand standards . The Selection I chose the Storytelling tool ( from Module two ) because I wanted to make an emotional narrative ( life , family , retirement ) that ran through the entire system — I wanted the story and the various plan options to be presented in logical and engaging way . To quote Gonzalo Hernandez ( from Module two ) , “ What I think storytelling does , is it brings a different element . Storytelling says it ’s not about the list of things we have to do , it ’s about the connection that we give to people about a piece of information that we 're trying to share . ” That “ story ” would make a connection between the employees and their health plans by talking about their lives and families , how we all change and grow , and how our health beneﬁt needs may have changed since the previous year . Application Before designing anything , I conducted an ethnographic study ( similar to The Good Kitchen Story from Module one ) and interviewed 100 employees of different ages , diverse job titles and work environments that ranged from ofﬁce and factory , to laboratories and clandestine military locations . I created personas and empathy maps for 10 of the 100 and received a broad idea of who the employees were and what they needed from their company in terms of health care coverage and the cost to them . We wanted the communications to be created from their point of view , not from the company ’s point of view . After all , these communications would be created for the employees , from the company . I found no matter what job environment each employees held , they each had the same common needs . Some employees wanted their same - sex domestic partner to be recognized , while others were concerned about their paycheck contributions , deductibles and HSA , to name a few . But mostly , employees wanted the plans to be ﬂexible , to grow , change and evolve with them and their needs . So that they would have the right coverage for their family , even if they were single . As such , we named the campaign , “ You live . You grow . You change . ” … with subhead copy that was prone to such messaging as , “ Your health plan needs are just like you . ” As I mentioned , the employees wanted the health care options to be presented in a simple , concise , and step - by - step way . They wanted to know what was new , what plan options there were , what the costs were , and how to enroll in a simplistic , easy way from their home computer or even their mobile device — which had n’t been done before . Insight I reviewed the fundamental four design thinking questions What is ? What if ? What wows ? and What works ? After applying design thinking to this problem , I did my research , brainstormed , developed design concepts , and prototyped mock - up materials for a focus group . I found that by using the Storytelling tool , I was able to tell that written story and connect it with a great narrative , simple layouts , graphic elements , iconography and stunning photos using a diverse group of real employees . The results of the focus group went well and I began building the materials with a clear direction . Approach After the materials of the project were printed and the digital pieces were published , I was able to reﬂect on how the process went . The next time I would like to try the Visualization tool ( from Module one ) , or the Mind Mapping tool ( from Module three ) to potentially see the employees needs through a different lens . I think of the MeYouHealth video featuring the work of Chris Cartter and Essential Design — which would potentially achieve a different outcome — I am fascinated to see what that would look like . To conclude , I am glad I used the Storytelling tool on a project of this magnitude . And like a good brand , it provided me the structure I needed to create each piece from start to ﬁnish . The campaign was a success , the materials were cohesive and the connective thread was effective throughout the system . The employees responded well to the campaign and the enrollment increased by 30 % from the previous year . Whether the connection was from a postcard in the mail , a brochure , or a website , I found that the Storytelling tool was the best method available to me . The Challenge My challenge was to design a comprehensive , integrated print and digital HR campaign for a Fortune 100 company with over 100,000 employees . In partnership with my client , their HR and outside vendors I was tasked with creating an appealing , response - related campaign that put the emphasis on caring , well - being , and the value of the company ’s investment in each employee ’s health care package . The campaign was for their annual enrollment , a period of time when employees can make critical changes to their elected health beneﬁts . Until this point , my client had communicated with it ’s eligible employees in numerous ways over its 50 + years as an organization , describing what options they would have for their beneﬁt program , and what new changes there would be . The employees were hoping for simpler , less complicated materials that were also fresh and modern , while still within their brand standards . The Selection I chose the Storytelling tool ( from Module two ) because I wanted to make an emotional narrative ( life , family , retirement ) that ran through the entire system — I wanted the story and the various plan options to be presented in logical and engaging way . To quote Gonzalo Hernandez ( from Module two ) , “ What I think storytelling does , is it brings a different element . Storytelling says it ’s not about the list of things we have to do , it ’s about the connection that we give to people about a piece of information that we 're trying to share . ” That “ story ” would make a connection between the employees and their health plans by talking about their lives and families , how we all change and grow , and how our health beneﬁt needs may have changed since the previous year . Application Before designing anything , I conducted an ethnographic study ( similar to The Good Kitchen Story from Module one ) and interviewed 100 employees of different ages , diverse job titles and work environments that ranged from ofﬁce and factory , to laboratories and clandestine military locations . I created personas and empathy maps for 10 of the 100 and received a broad idea of who the employees were and what they needed from their company in terms of health care coverage and the cost to them . We wanted the communications to be created from their point of view , not from the company ’s point of view . After all , these communications would be created for the employees , from the company . I found no matter what job environment each employees held , they each had the same common needs . Some employees wanted their same - sex domestic partner to be recognized , while others were concerned about their paycheck contributions , deductibles and HSA , to name a few . But mostly , employees wanted the plans to be ﬂexible , to grow , change and evolve with them and their needs . So that they would have the right coverage for their family , even if they were single . As such , we named the campaign , “ You live . You grow . You change . ” … with subhead copy that was prone to such messaging as , “ Your health plan needs are just like you . ” As I mentioned , the employees wanted the health care options to be presented in a simple , concise , and step - by - step way . They wanted to know what was new , what plan options there were , what the costs were , and how to enroll in a simplistic , easy way from their home computer or even their mobile device — which had n’t been done before . Insight I reviewed the fundamental four design thinking questions What is ? What if ? What wows ? and What works ? After applying design thinking to this problem , I did my research , brainstormed , developed design concepts , and prototyped mock - up materials for a focus group . I found that by using the Storytelling tool , I was able to tell that written story and connect it with a great narrative , simple layouts , graphic elements , iconography and stunning photos using a diverse group of real employees . The results of the focus group went well and I began building the materials with a clear direction . Approach After the materials of the project were printed and the digital pieces were published , I was able to reﬂect on how the process went . The next time I would like to try the Visualization tool ( from Module one ) , or the Mind Mapping tool ( from Module three ) to potentially see the employees needs through a different lens . I think of the MeYouHealth video featuring the work of Chris Cartter and Essential Design — which would potentially achieve a different outcome — I am fascinated to see what that would look like . To conclude , I am glad I used the Storytelling tool on a project of this magnitude . And like a good brand , it provided me the structure I needed to create each piece from start to ﬁnish . The campaign was a success , the materials were cohesive and the connective thread was effective throughout the system . The employees responded well to the campaign and the enrollment increased by 30 % from the previous year . Whether the connection was from a postcard in the mail , a brochure , or a website , I found that the Storytelling tool was the best method available to me .