Client
Corteva Agriscience
Year

2019/20

Deliverables
  • Change Management Sharepoint site
  • Campaign materials
  • Storyboards for live and animated videos
Scope
  • Prepare colleagues for Spin transition
  • Organize and prepare needed resources
  • Create repository for information and resources
  • Guide colleagues to access and use the most relevant resources
  • Provide the best possible user experience
  • Target optimal impressions for multiple audiences – heritage DuPont, Dow, and Pioneer

Overview

From the very beginning, our team took on a leadership role in the project and related tasks, including those which were the responsibility of others.

  1. Provided the initial project organization and timeline for the project
  2. Created the campaign style guide aligned with overall branding and communications guidelines for all participants
  3. Defined and designed messaging segmentation to global audiences of three heritage companies
  4. Created graphic design standards for all communications
  5. Provided web site content and various HR-and IT-related informational elements and push content
  6. Scripted and produced videos and interactive PowerPoint presentations for key concept learning tools
  7. Provided metric analysis and change direction for web-related destinations, and marketing efforts including email, newsletters, etc.

My Role

Partnered with the agency team on strategy, UX, creative direction and visual design.

UX

Sketches, comps, creative ideation

Templates

Email, Newsletters, Yammer

Awesome Design

Sketches, comps, creative ideation

Icon Design

Custom line icons

Video

Animation & Leadership videos

Naming & Branding

Distinctive design for clear communications

Project Stats

29,327

Unique Users since using the Shaping Our Future website since launch

2,900

Colleagues using the Transition Checklist to complete tasks related to Spin preparation

5,963

Total number of topic searches made by colleagues searching for Spin-related topics

5.6

Average number of Transition Checklist tasks completed by colleagues

100

%
Reached colleagues across 56 countries and 3 heritage companies
Program Naming & Campaign Branding Guidelines
Project Goals
  • Identify and select program name and tagline to guide communications over the full program
  • Create campaign guidelines consistent with and leveraging overall branding direction
  • Consistent application of branding and approach across all program elements
Value
  • High-value program name and tagline drove the campaign concept and goal achievements from the highest levels
  • Consistent campaign branding became an integral part of the program success and engaged colleagues in understanding the importance of the changes
  • Timely implementation with clear guidance for all participating partners
Program Templates
Project Goals
  • Create easy-to-implement and easy-to-customize elements allowing faster and easier communications
  • Establish internal branding consistency which supports and reinforces the program’s central theme and values
Value
  • Superset of templates for emails, PowerPoint decks, posters, and postcards that sped up development of communications and met critical deadlines
  • Reduced work and confusion on the part of partners as fast-turn communications were required
  • Clearer understanding by colleagues as to communication relevancy to the company and their own professional needs
Website Design and Content
Project Goals
  • Create a versatile website design to achieve all goals associated with Spin
  • Enable users to access information easily 
  • Segment heritage group information for easier access
  • Provide flexibility for updating site and tracking usage
Value
  • Easy to navigate and explore site with heritage-targeted information organization maximizing user experience
  • Consistent messaging communicated to all colleagues 
  • 100% audience usage by end of site life
Portal Promotion Video
Project Goals
  • Create a high quality demonstration to engage colleague interest and encourage them to explore the new portal
  • Reinforce importance of and branding related to Shaping Our Future project
Value
  • Demonstration video offering an ideal introduction of portal for multiple platforms including on the website and during on-site meetings
  • Demo reinforced Corteva preparedness, organization, and integrated nature of Shaping Our Future portal to colleague audience of over 20,000
Transition Checklist
Project Goals
  • Create an interactive system to guide colleagues through crucial tasks in advance of Spin
  • Provide an importance rating and completion timing for tasks
  • Provide colleagues with a system to move quickly to the needed resource and track their own progress
Components
  • Manager Dashboard
  • Sitemap
  • Gamification
  • Checklist Analytics
  • Media Drivers
Value
  • A checklist which garnered an average of 5.6 tasks for each colleague segmented by heritage company and other factors specifically for relevancy
  • Provided detailed monthly analytics to understand user behaviors and information consumption 
  • 13% of colleagues recording at least one completed task through the system 
Animated Explainer Video

pw: trellist2020

Long Term Incentives Video

pw: trellist2019

Video Production Guide
Leadership Videos: Scripting, Storyboarding & Production
Video Production
Project Goals
  • Create concise explainer videos to provide colleagues with background of core values and important perspectives on HR-related topics. Provide an overview for topics that will require further training and areas where more in-depth materials are not yet available.
  • Create a learning tool to educate colleagues on Long Term Incentives(LTI). Provide clear explanation on LTI for different heritage company employees and two different types of long term incentives.
  • Script questions and answers for brief interviews with top leaders to drive home key messages Edit video into final format for distribution to colleagues globally through Shaping Our Future website. 
  • Create an all-purpose Video Production Guide to assist colleagues in the identification of video type and production concerns, based on various needs including production cost and video purpose.
Components
  • Animated Explainer Videos
  • Long Term Incentives (LTI) Video
  • Leadership Videos: Scripting, Storyboarding & Production
  • Video Production Guide
Value
  • High-quality, highly engaging presentations help colleagues understand the most important topics related to Corteva before and during Spin
  • Animated Explainer Videos: Introduced, joined, and unified heritage teams into a new corporate culture. Branded the new company and culture as well planned, proactive, and colleague benefits-focused
  • LTI Videos: Provide clear explanation on LTI for different heritage company employees and two different types of long term incentives
  • Leadership Videos: Script questions and answers for brief interviews with top leaders to drive home key messages. Leadership Videos distributed to colleagues globally through Shaping Our Future website 
  • Video Production Guide: Fast reference infographic offered an expedited decision tree for all types and purposes of video productions, matched to interactive PowerPoint deck
Newsletter
Project Goals
  • Create a newsletter style guide that is consistent with and leverages overall branding direction for company and related programs
  • Apply branding across newsletters and content to support core communication goals 
Components
  • Newsletter Style Guide
  • Newsletter Design & Content
Value
  • Newsletters designed to maximize impact to multiple target audiences
  • Effective drivers to website content important to company goals and colleague success
  • Knowledge communications vital for Spin preparation and ongoing operations