Client: Terakeet
Role: Design
Year: 2023
Category: Employee Engagement
THE PROBLEM
Following the pandemic, employee morale had dropped to its lowest point in three years, reinforced by negative Glassdoor reviews and a growing sense of cultural drift.
As a fully remote organization approaching its 20-year anniversary, the company lacked shared moments, updated photography and a clear way to express who they were—and what they stood for—to both employees and prospective talent.
With teams distributed across the country and new hires onboarding remotely, core values felt abstract rather than lived. Leadership needed a way to re-energize employees, clarify culture and rebuild trust through intentional storytelling and meaningful brand touchpoints.
THE SOLUTION
I led creative direction for an employer brand initiative designed around shared experiences, in close partnership with leadership.
This included an 80+ page printed culture book that told the company’s story through employee-generated content—stories, quotes, polls and illustrations. I hired and art-directed an illustrator to visually represent our remote-first culture and oversaw premium print production.
To extend the experience, I developed branding for in-person events and designed core values icons used across internal and external channels, creating a cohesive, scalable visual system for culture.
IMPACT
The culture book became one of the company’s most meaningful shared experiences in a remote environment—so successful that I was asked to lead two additional editions in subsequent years.
The in-person event branding helped reintroduce human connection beyond Zoom, while the core values icons brought clarity and consistency to how the company expressed its mission.
Together, these efforts strengthened employee engagement, aligned leadership and teams around a shared story, reinforcing the employer brand during a critical moment of growth and change—demonstrating how thoughtful design can support morale, connection and trust.
