Brand image library.

When Rogers went through a radical shift in senior management, a 360 rebrand quickly followed. Realizing the value of employee advocacy, new leadership emphasized internal culture and employee experience as much as consumer awareness. We were engaged to direct and manage the development of a massive in-house photo library for omni-cannel usage. Over multiple weeks we captured hundreds of authentic, professional images to represent and inspire every department within the diverse organization.

scope: 
Advertising Campaign, Art Direction, Creative Direction, Digital/Print Collateral, Photography Direction, Strategy
role: 
Creative Director

The Backstory
In 2015, Rogers Communications, the largest telecom provider in Canada, went through a radical shift in leadership, organizational structure, and an entire brand refresh. With the new direction, the value of internal culture and employee experience became a key area of focus. Emphasis on perception, education, on-boarding, and general company knowledge became the forefront of the employee experience. Our team supported all brand initiatives including the direction and capture of several robust image libraries.

We teamed up with talented lifestyle photographers to create the first ever internal image library. The goal was to create a set of images to stylistically lead the tone of all internal communications, while also offering a bank of needed assets for the plethora of communications. Utilizing an all-employee roster of talent helped cut costs of the 20-day shoot, and moreover supplied the image bank with authenticity.

The detailed shoot took the production team across three campuses, into retail environments, and to several off-site locations. Several brand elements are threaded throughout — via lighting, propping, clothing, and other fine details. Photography direction employed cropping, movement, light, and tone to support the ‘bright, optimistic future’ and ‘we work as one team’ mantras from the new Rogers brand guidelines and internal positioning. The result? Ultimately, we captured the very essence of the new face of Rogers.

Interested in building a brand that engages employees, inspires ideas, and creates culture — we should talk.