Entry

Black Legacy Professionals

Submitter:

Company:

Concept/Purpose of the Work:
Henry Schein is a worldwide distributor of medical and dental supplies, including vaccines, pharmaceuticals, financial services, and equipment. They were looking to create a new group within the company to enhance and influence the professional environment to support further Black TSM’s success, which augments Henry Schein’s business success. The only requirement of the project was the use of a star. The star is an existing symbol used by Henry Schein to inspire culture and recognize employees as “rising stars.” We studied their brand and the business. We defined the audience.We gained insight and understanding of the audience by pointing out their distinctive differences and perceived responses. We then used the power of imagery and words to define the brand’s personality — its DNA. Intolerance is the refusal to tolerate or respect persons of a different social group, especially members of a minority group. Intolerance is not always seen, but it is felt—and challenges the soul. I created this entire concept around this phrase and quote. Set it free. Fly. “Never be limited by other people’s limited imaginations.” — Dr. Mae Jemison, the first African American female astronaut. This concept is a geometric interpretation of a butterfly, and when this butterfly spreads its wings, the counter space reveals the image of a star that can be found inside of all of us.

Results of the Work:

Our outreach and engagement have been incredible – within two days of the invitations going out, approximately 400 RSVPs to our launch event and 360 members have signed up. These numbers are tremendous considering our parallel employee resource groups trend around 100 RSVPs to events with around a 100 person membership. The response to our branding has been excellent; our other 2 ERG groups have put meetings on our calendar to learn all of our secrets. (Wouldn’t be surprised if they reach out to you after our glowing recommendation).

How the Work Was Delivered to the Masses:
Internal Corporate Communications


Credits:
Jay Miller: Design, Chief Creative Officer of IMAGEHAUS

Tags:
, ,

Category:

All Entries