CASE STUDY
Season’s Greetings Wherever You Are
Corporate Holiday Campaign
The purpose of this campaign was to send heartfelt holiday greetings to both clients and internal associates.
For clients, the goal was to remind them of Morley’s values and thank them for their continued partnership. For associates, the goal was to foster a sense of unity across a primarily remote workforce, increase intranet engagement, and provide a visual framework for a corresponding giveaway campaign.
Message Development
Campaign theme development included both messaging and visual style. I took the lead on brainstorming message directions and developed mood boards with feedback from a senior designer and creative director. We presented three distinct options to our internal communications team and they chose the theme “Season’s Greetings Wherever You Are.”
The strength of this theme lies in a clever double meaning in “Wherever You Are.” On one level, “wherever” refers physically to different geographic locations across the country where associates and clients live and work. However, on another level, “wherever” refers to the varied cultural traditions and ways that associates and clients celebrate the holidays. This theme emphasizes the shared emotions that tie us all together during this time of year, even if we celebrate different holidays in unique ways in various places.
Visual Style Development
I developed the visual style to emphasize these shared emotions. The textured, hand-drawn illustrations lean into the nostalgia and good memories that people associate with this time of year. Envelopes, stamps, postcards, and cards serve as a thematic motif representing connection from miles away and create natural vignettes to feature unique locations and traditions.
With the messaging and visual style established, I illustrated and designed the following collateral for Morley’s associates and clients.
Client Card & Gift
Clients received greeting cards and caramels with custom wrappers. Illustrations on the card and on the wrappers highlighted locations and traditions around the country. Caramels were delivered in boxes wrapped with a postage stamp pattern.
Associate Postcards
In previous years, associates and clients received the same greeting card, however, this year we decided to send postcards to associates instead. We wanted to do something unique for associates who work remotely and foster a sense of unity, even though we are not together in person. Associates received one of three regionally-themed postcards, highlighting a different area around the country where other associates work. Our communications team wrote copy to accompany the designs that celebrated various traditions and encouraged intranet engagement.
Digital Assets
In addition to printed card, the campaign extended to digital collateral. I created intranet graphics promoting a giveaway campaign where associates could enter to win gifts; social media posts for Hanukkah, Christmas, and New Years; digital displays to bring the campaign to life around Morley’s headquarters; and an email that was sent to select clients.
Campaign Video
The campaign culminated in a video which was sent to clients, shared with associates, and posted on social media. The video incorporated responses from a survey that asked associates to share their favorite ways to celebrate the holidays “where they are.” I created the base illustrations and prepped files for a smooth handoff to another art director for animation and editing.