Sometimes, the hardest audience to reach is your own people. Internal communications is a delicate balance: because employees have a unique perspective on your company – because they are your company – they’ll have a different expectation for the things you say (and even how you say them) than your customers might expect.
That’s why thinking outside the box is so crucial when designing an internal communications piece. “What’s the desired effect?” is usually the first question I ask when we’re creating something that’ll end up in a team member’s hands. Otherwise, it’ll probably end up in the garbage.
Here are a couple examples of how we took clients’ goals and some unique aspects of their audiences to deliver untrashable internal comms.
Creative internal communications design with the RateLinx crew
For RateLinx, the desired effect was to share the company’s values with its team in a clean, creative, attention-grabbing way. We could’ve gone with a saddle-stitch brochure or packed a trifold full of copy, but neither of those felt like the right avenue to inspire the RateLinx team with the things leadership was saying and how they were saying them.
The RateLinx Culture Book by SCG, featuring creative art and meaningful values statements.
After discussions with the client, we created the RateLinx Culture Book, a thin hardback book with a full-color interior brimming with character. Since it’s both a tool for onboarding new team members, informing fresh faces and involving the entire team, it had to leave a genuine impression. That gave us license to go more abstract with the visuals, to convey the innovation and confidence RateLinx values in its culture.
Accumold wears and shares its values
When we refreshed Accumold’s corporate values, it was important to communicate them in a succinct and compelling way to a growing employee group. Six company values, each defined in a short paragraph, may have filled a standard brochure (they sure did fill the long hallways at the company’s Iowa headquarters), but wordy brochures don’t engage employees in a special way. An accordion-style Z-fold, on the other hand… that had potential.
The Accumold “The Power of One” brochure, which uses all 16 of its panels to communicate the company’s vision, mission, and values to employees.
With multiple sides to communicate more information in less space, the end product – “The Power of One” pamphlet – has a depth to it that can’t be communicated in a traditional shape. Its unusual size makes it more appealing to open and reopen, to read and reread.
Knowing how you want employees to respond to your internal communications should always lead your design. Ironically, great internal communications design often requires an external perspective – someone to help you think outside the box – especially for B2B marketing communications. Let us know if you want to give your employees something they won’t pitch at the first opportunity.
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