CONTEXT
EMC Insurance needed to align its long-standing culture with new strategic goals. While maintaining relationships with independent agents, EMC aimed to expand brand recognition and leverage its experienced workforce to achieve growth targets, including profitability, digital transformation, and a high-performing culture.
APPROACH
The team aligned EMC’s core values with innovation by investing in talent development and digital capabilities. The brand was updated to reach a wider audience while maintaining strong connections with independent agents. This approach highlighted EMC’s mutual status, community focus, and niche expertise to distinguish the company in the industry.
IMPACT
Internally, EMC’s focus on collaboration and innovation aligned employees with growth objectives, improving operational efficiency and customer service. Externally, the updated brand strategy increased recognition and trust beyond the traditional agent network, strengthening brand loyalty and positioning EMC for sustained growth in the competitive insurance market.
The EMC Employee Brand Launch event was designed to deepen the connection between employees and the new EMC brand through interactive experiences. Contributions included animation, video editing, and game design, with a video produced and animated to feature team members discussing the human aspects of their work. This video highlighted how EMC's commitment to care, collaboration, and community positively impacts lives.
Three interactive games were designed and implemented: "Close Partners," which involved collaborative puzzle-solving based on personas and touchpoints; "Risky Roads," a team-based game where players navigated risks using directional controls; and "Biz Qiz," a quiz game requiring team consensus on answers. These activities emphasized teamwork and understanding of EMC values, reinforcing the brand’s message of humanity and community through engaging and memorable experiences.
Role: Design Director (concept development process, design implementation, video editing, motion graphics, audio mixing)
Agency: Tenet Partners
Team: Andrew Bogucki (Senior Partner, Creative Director), Annick Wydooghe (Design Director), Beth Flom (Senior Partner, Strategy), Andrew Douglas (Director, Editorial Services), David Garcia (Partner, Design), Renee Malfi (Account Director)
