THE ASK

A Fortune 500 consulting firm undergoing a transformation into a technology-first organization faced a pivotal period of change.

The firm’s Talent Development and HR teams needed an internal engagement plan to clarify the firm’s new direction, energize employees around a refreshed brand, and build confidence during an ambitious period of reinvention.

The challenge: Design a campaign that made the transformation understandable and aligned employees across all levels and functions—turning it into something clear, human, and actionable.

THE EXPERIENCE

AJ partnered with the client’s Communications and HR teams to design an employee engagement campaign anchored in the refreshed brand and change management best practices.

Guided by insights from discovery sessions and stakeholder interviews, we developed a creative strategy and campaign framework that translated the firm’s new direction into messages and experiences employees could easily understand and connect with.

From there, AJ introduced monthly activations—including interactive storytelling, virtual spotlights, and gamified engagement moments—that gave the campaign cadence and sustained momentum.

Each activation was designed to be adaptable across teams while reinforcing the firm’s broader structural transformation.

The campaign included:

• Video storytelling to bring leadership’s vision to life and create emotional resonance.
• Digital hubs offering accessible resources, toolkits, and training modules.
• Creative activations that went beyond HR updates, helping employees connect to the “why” behind the changes and see themselves as contributors to the transformation.

Every element—from content design to messaging for digital platforms—was built to feel less like a corporate directive and more like an invitation to participate, connect, and grow.

THE IMPACT

The campaign unified employees around the new brand and built momentum during a critical period of transformation:

• Delivered a unified narrative that simplified complex structural changes
• Increased engagement with intranet and SharePoint resources designed to upskill teams and prepare them for the firm’s new direction
• Helped employees feel energized by the transformation, not overwhelmed by it
• Supported Talent Development and HR in cultivating a culture of ownership and continuous learning

As one leader reflected: “Nobody is doing anything close to what you guys are doing.”