The Madison Square Garden Group approached the Gallagher team to see how they could increase engagement for their employee survey. They take team member feedback very seriously, but have historically found it hard to cut through the noise and bustle of a high-octane workspace.
Following this brief, I worked with our copywriter to develop a number of campaign concepts which we presented to the client.
After their choice, I then led our team to produce two dozen print, web, and social media assets for the campaign, both static and animated.
Stage 1: The before
MSG's provided us with previous communication examples and a loose internal brand to work within, with the ask to level up the pulse survey look to draw eyeballs in breakrooms, inboxes, and more.
Stage 2: What didn't make the cut
Like many projects, a few interesting ideas were left on the cutting room floor. Our first two approaches centered on Madison Square Garden (MSG)'s storied past as a premiere entertainment venue. How could we leverage that aesthetic to make employees feel heard?
Our first concept borrowed heavily from the grit and volume of classic rock posters from MSG's past. "Let It Out" encouraged employees to speak their minds frankly.
"The Spotlight is on You" played up the lights of Radio City (an MSG property), inviting employees to take center stage.
Stage 3: Taking shape
Our final approach steered away from the past and looked more squarely into the future of MSG. Out came Mike (The microphone) and Cassie (The cassette boombox), two characters I sketched and later created in blender. Both were rigged for a variety of poses, as well as animations.
The client leapt at the opportunity to bring The Pulse into a 3D space, and so we worked our characters into digital banners, print posters, animated videos, and more.
