Overview
Robert Half and Protiviti partnered to launch a global Hispanic Heritage Month campaign celebrating the cultures, contributions, and stories across a diverse employee base. The goal was to create an inclusive, visually engaging campaign that resonated across a wide range of identities while driving internal engagement.
The Challenge
The campaign needed to represent over 20 countries, each with its own cultural identity and expectations for visibility. Balancing this level of representation while maintaining a cohesive visual system across two distinct brand guidelines added complexity. The creative direction required navigating a wide range of stakeholder input, where some pushed for more literal cultural representation while others supported a more abstract, unified approach. The challenge was finding a solution that felt inclusive, visually cohesive, and scalable across hundreds of touchpoints.
Approach
I concepted and art directed the campaign, initially exploring a more abstract visual direction that could represent the diversity of cultures without isolating individual identities. As feedback evolved, I worked closely with stakeholders, HR, and internal groups to refine the approach, finding a middle ground that balanced symbolic representation with more recognizable cultural elements. The final system used flexible design components that allowed for moments of individuality within a cohesive framework. I ensured consistency across social, digital, and email while managing multiple rounds of feedback and expanding scope, keeping the work aligned and moving forward.
Outcome
The campaign successfully balanced broad cultural representation with a cohesive visual identity, resulting in strong employee engagement across regions. Despite the complexity and scale, the final work resonated across audiences and demonstrated the ability to navigate nuanced, multi-stakeholder design challenges while delivering a unified campaign experience.
