When Rogers Communications, the one of the largest companies in Canada, went through a radical shift in leadership and organizational structure, a complete brand re-fresh quickly followed. New leadership emphasized internal culture and employee experience as much as the consumer awareness. We were engaged to direct and manage the development of a massive in-house image library. Over multiple weeks, we captured hundreds of authentic, professional images for use across every department within the company.
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.
