Guardian
Internal communication, designed like it was going outside.
Art Director: Subhojit Sanyal. Designed at Storytellers, prior to the founding of Subhojit For Sale. It is not a Subhojit For Sale client engagement.
Guardian is a Fortune 250 American insurer; Guardian India is its Gurugram technology and operations centre. The people there do not buy the product, sell the product, or meet a customer. They are engineers and analysts several steps removed from the thing the company is famous for — and a workforce in that position will quietly decide the brand is somebody else's business unless someone gives them a reason to think otherwise.
Internal communication is where that gets settled, and it is usually the worst-designed material any company produces. Posters made in a hurry. A values statement nobody can quote. Event notices that look like they were laid out in a spreadsheet. The message a workforce takes from that is not the words; it is that the effort stopped at the customer.
So the work was built to the same standard as anything outward-facing. A Sports Fiesta identity with its own mark and a countdown sequence that ran across days rather than repeating one asset. CupShup, an internal conversation series, given a proper name and a proper look. The Rewards and Recognition launch run as a contest — *Name it, Claim it* — so that the programme arrived with employees having helped name it rather than being told about it. Values pages set with photographs of actual colleagues in the actual office, not stock. Stationery in the brand's own blue and green.
The argument underneath all of it: dignity, respect and appreciation are easy things to write on a wall and hard things to design as though you meant them.
Art Director: Subhojit Sanyal. Designed at Storytellers, prior to the founding of Subhojit For Sale.