We were tasked by CBA (Commercial bank of Kenya) to brand their internal initiative: EVP (Employee Value Proposition) - an
initiative with 6 pillars, mainly to improve employee experience, career growth and wellness within the company.
We are often told about choosing a career based on what you love doing, which sparked the idea
of the inherent intention between doing what you love and love what you’re doing. Essentially,
love what you do is leading with your heart, and do what you love is leading with your mind.
The two are in fact, mutually exclusive. They are one and the same, as a hand in glove. Without
the other, one cannot make effective decisions. It is only when the two are in sync and
dance to same tune, can one really make decisions that can be truly purposeful and fulfilling.
Based on these insights we decided to bring the heart and mind, and the relationship
between these two to life. Under the pretence that offices are seen as an unimaginative,
similar to the monotony of the office, paper as a medium is often seen as boring, with a
negative association to admin, specifically within the banking industry.
When one applies a bit of heart and mind, paper can be so much more
than just a simple tool to get the job done.
Below are the 6 pillars, scamped, crafted by hand, photographed and edited to bring EVP alive within the workplace.
From left to right: Career Growth, Work Environment, Rewards, Leadership & Culture, Wellness and Brand Promise
Career Growth
Work Environment
Wellness
Rewards
Leadership & Culture
Brand Promise
The imagery we created was rolled out as posters, pull up banners, screen savers, TV screens and
introduced in CBA emailer format, as to not defer too far from the brands corporate look & feel.
BTS!
A BIG thank you to everyone who helped, pushed and believed in this project, and a very special thank you to Richard Voňka, who very kindly gave me the pattern for the light-bulb (for free) after the exchange of some creative admiration.
Credits
Art Director + Design
Lauren Mitchell
Creative Director
Greg Harrison
Styling & Set Design
Lauren Mitchell
Photographer
Lauren Mitchell
Photographer
Lauren Mitchell
Post Production Editing
Lauren Mitchell
Photography Assistant
Michelle Hollinger + Halo Team
Concept
Lauren Mitchell, Pakamani Mancotywa & Greg Harrison
Copywriting
Michelle Hollinger + Pakamani Mancotywa
Client Service
Akona Ndungane
Agency
Halo Advertising
Client
CBA (CBA is regulated by the central bank of Kenya.)
