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In February 2017, FleishmanHillard’s longtime client Emerson, a St. Louis-based global engineering and technology company, came to us with a request and a challenge: to redesign its company brochure with a fresh look and new content for recruiting and informational purposes to reflect a recent business transformation, while paying homage to the deep engineering technology orientation of the company. The challenge was to develop a design that would help reinforce Emerson’s mission as articulated by its chief executive officer (“to leave the world in a better place than we found it”) and to stand out from its competitors. The cover artwork also needed to be true and authentic to the company’s brand promise: Emerson is where technology and engineering come together to create solutions for the benefit of our customers, driven without compromise for a world in action.
Following a project kickoff discussion with the clients, FH Creative outlined a creative brief stating that the cover artwork’s goal is to help show the new Emerson as “a more powerful force for innovation dedicated to tackling the world’s most critical needs.”Given the company’s focus on recruiting millennials, the FH Creative team applied a key learning from third-party research that millennials are not motivated by money. Rather, they want to be associated with organizations that have energy and a strong drive to make the world better and more sustainable.Consultations with the client’s corporate marketing team made clear the key target audiences for the new corporate brochure are: 1. Primary target audiences: college students, job seekersPrimary uses for these target audiences: recruiting, especially at universities and career fairs2. Secondary key audiences: customers, news media, individual investorsUses for these target audiences: Emerson office lobbies, sales collateral, media backgrounderWith this creative brief, the FH Creative team developed three design options that could achieve these objectives.
The client quickly and enthusiastically selected a design option that created a cover image of an employee using multiple photos that help convey the broad, overall impression of Emerson’s multiple positive impacts on the world and the company’s commitment to diversity and inclusion. The photos selected reflect the world itself and symbolize technology, ideas and action. The clients were active partners, who collaborated and felt strong pride and ownership in our shared efforts to create the strongest composite image to convey the Emerson they know and love: diverse, dynamic and dedicated.