We Need to Talk

The new workplace tool came with old baggage.

Problem

Not another office relationship.
A global energy company was introducing a Digital Workplace Hub to a 40,000-person workforce. But employees were already frustrated with systems that made everyday tasks harder. Asking them to learn another tool meant asking them to give workplace technology another chance. The launch needed to show why this one was worth it.

Insight

Too many clicks were killing the chemistry.
In workshops, employees wrote 25 breakup letters to their tools and shared more than 100 workplace nightmares. Everyday tasks meant searching across systems and finding their own workarounds. Changes made without their input added to the frustration. Their willingness to try the new hub depended on seeing how it would address those experiences and whether their feedback had mattered.

Idea

Love at first click.
Employees had already written breakup letters to their tools. To introduce the hub, I focused on what would make them give workplace technology another chance. “Take the labor out of collaboration” spoke to the effort of working together. “I could use time to focus” acknowledged what their workday was missing. Each announcement paired that promise with a preview of the feature behind it.

The pre-pilot video kept the invitation open. I wrote and performed the voiceover asking employees to try the hub and help shape its next version, then carried that direction into supporting scripts, one-pagers and campaign copy.

Meet the hub.

A series of launch messages introducing what the hub could help employees do, from finding colleagues to making time for focused work.

*Artwork adapted to remove client branding.