GW Pharmaceuticals

Elevated Workplace

BRAND CAMPAIGN: NAMING, CONCEPTS, MANIFESTO, TAGLINE, HEADLINES

Executable concepts & style guide

As the Covid-19 pandemic wound down, business began rewriting the rules of the office. On one hand, hybrid working conditions demanded new collaboration and productivity strategies. On the other, new opportunities arose to improve inclusivity, fairness and equity. GW Pharmaceuticals went all-in to meet these challenges. They brought in Point B Studio, and Point B brought me in to help create an internal brand campaign designed to motivate their 1,200 employees to rise to the occasion. We developed a full sub-brand for them—along with an explicit-yet-flexible style guide that they could easily take and run with.

Accentuating the positive, we named this initiative the “Elevated Workplace.” A blueprint-inspired logo implied that achieving this would be a work in progress. We extended those themes with a markup-like design scheme that married beautifully with a copy strategy encouraging an “out with the old, in with the better” mindset.

On a side note, too often companies try—and fail—to rally their troops around a panglossian vision of the future. Here, it was refreshing to work with a corporate team that wanted to balance positive messaging with authenticity, setting realistic expectations. We were excited to seek that balance.

Results: Employees were indeed inspired keep the big picture in mind while concentrating on improving their workplace day to day.