VelocitaBrand: Portfolio for DE Shaw by Velocitta India

Velocita Brand Consultants (VBC) is an integrated agency, specializing in Brand Strategy and Communication design, focused on enabling Businesses create tangible and sustainable value through the power of branding.

Our Clients

strategy / design / communication

Speak Up Campaign

Campaign Objective/ Client brief • To communicate that HSBC promotes a culture that fosters open communication across designations

• Encourage individuals to speak their mind, freely - without any fear

• Communicate the assurance of NO negative consequences for people who speak up

#ExpressLikeAChild

Approach As children, we weren’t afraid to speak because we weren’t burdened with consequences. We were true to what we believed in and we were never shy to express the same.

If we thought something wasn’t correct, we said it as it was. If we didn’t understand anything, we would ask the obvious.

The campaign aims to perpetuate the same traits back…

Aim By connecting people with their childhood memories, we are pushing them to review a part of their personality that they’ve already lived.

At the same time, it’s an assurance from the organization that you’re valued for your thoughts, your intellect, and that you definitely have the right to question what doesn’t seem right – as long as you there’s merit.

Creative Extension The visual will show a dining table setting where we have the mother serving burnt toast for breakfast to the child and the father. Father: “This couldn’t have tasted better!” Child: “…It’s burnt” Just how a child speaks his mind without any fear,

we encourage our employees to do so too. Speak your mind without any fear of repercussions. Speak up! #ExpressLikeAChild

Creative Extension The visual will show a parent about to throw a coin into a pond while the child watches unanimated.

Parent: “Hope this brings us good luck!” Child: “ That could have been ice-cream money” Just how a child speaks his mind without any fear, we encourage our employees to do so too. Speak your mind without any fear of repercussions. Speak up! #ExpressLikeAChild

Extension-Managers

#SpeakUp

Approach This is a text-based creative approach. The intent is to catch the readerâ&#x20AC;&#x2122;s attention within seconds through statements that are relatable to their everyday experiences.

The reason it would stay in their mind, is that fact the two key statements have a twist in the contextual flow.

Aim

Our aim with this concept is two-pronged - highlighting relatable scenarios and enforcing

the expectation of positive outcomes.

We want to drive the point that in such situations, youâ&#x20AC;&#x2122;re more valued/ respected for your inputs - if you speak your mind.

Creative Extension My team-member told me that he wanted to lead the client presentation! His style was much more engaging, so I gladly let him do so.

We respect those who speak their mind. Whatâ&#x20AC;&#x2122;s on yours?

#SpeakUp

Creative Extension My team-member highlighted 5 changes in my board presentation. He indeed was right and I thank him for his observation. We respect those who speak their mind. Whatâ&#x20AC;&#x2122;s on yours?

#SpeakUp

Confidential | Copyright Â© Velocita Brand Consultants Pvt Ltd

Story So Far.... Capgemini has policies and protocols to help employees deal with every situation. They also have thousands of employees—many of them new joinees. The policies, in great detail, have always been housed on the company's intranet. But getting everyone to visit the site to understand, imbibe and propagate the company's culture was proving to be a challenge—and there was no existing policy to handle it! Confidential | Copyright © Velocita Brand Consultants Pvt Ltd

Creative Strategy We designed a two-phased campaign to excite curiosity and sustain interest long enough for employees to learn about the policies and the many benefits they offered. The policies were originally merely a collection of documents The first step of our campaign was to give shape and weight to the compilation of policies—by creating an identity. Presenting:

The next step was to propagate the existence of the Hub. Campaign Inspiration: It is only their absence that makes us notice many basic conveniences that we take for granted

Phase 1 Communications highlighting the consequences of speciﬁc actions. Each design was strategically placed in locations that were most relevant. Thus: Bus stand where employees waited to catch their ride home: What if nobody stood in line?

What if this bus didn’t arrive on time?

Phase 1: Teasers

Confidential | Copyright Â© Velocita Brand Consultants Pvt Ltd

Phase 1: Reveal

Guidelines and rules exist in our daily life but they are beautifully invisible. We only notice them when they are not adhered to. Life can be really chaotic without them.

Similarly, there are policies at Capgemini that are meant to make your work life more efďŹ cient and simpler.

Launching

Policy Hub

POLICIES + YOU

An initiative to know our policies better. Visit KM2.0 to know more about these policies

CAPGEMINI

Phase 2 We designed creatives that matched brief, impactful and relevant messaging with visually appealing designs. Each set of creatives informed employees about speciďŹ c policy categories, with a link to details on the intranet.

Confidential | Copyright ÂŠ Velocita Brand Consultants Pvt Ltd

Viewer-friendly screensavers shared highlights of speciďŹ c sections in an engaging and easy-to-understand manner Each week, a new set of policies was highlighted.

Confidential | Copyright ÂŠ Velocita Brand Consultants Pvt Ltd

Results Traffic to the PolicyHub section of the intranet jumped by over 700% More telling, HR executives reported receiving personal thank you emails from new employees who were unaware of specific benefits the company provided.

Confidential | Copyright Â© Velocita Brand Consultants Pvt Ltd

Story So Far.... MasterCard's merger with Pune (India) based ElectraCard gave it a number of strengths, but it also created a small divide in work-culture, especially for the earlier company's employees who were used to a more start-up type roughand-ready work environment.

Bridging this gap without ruﬄing feathers called for ﬁnesse.

Creative Strategy

A campaign designed to engage enough to address a diverse and fairly large list of issues through:

Humour

Relevant

Confidential | Copyright ÂŠ Velocita Brand Consultants Pvt Ltd

Scalable

Creative Construct We created a couple of anthropomorphic characters, positioned as colleagues, from whom one would be willing to take tough advice without taking personally. The euphonious Ms. Etty Kit donned the mantle of adviser on all matters social and Mr. S. E. Curity dispensed advice on work-place security.

Confidential | Copyright ÂŠ Velocita Brand Consultants Pvt Ltd

Phase 1 Introduced the characters through a variety of media to make them familiar and their central message recognizable.

I am coming soon to meet you!!

Mr. S. E. Curity

Confidential | Copyright ÂŠ Velocita Brand Consultants Pvt Ltd

Phase 2 The circulation of emailers/posters each addressing a speciﬁc issue; these ranged from basic items like switching oﬀ lights to managing password safety.

Complementary Activations The campaign also included parallel initiatives, for example: a fun on-line quiz that urged employees to map their social skills / security awareness on a Be Brilliant scale

Those scoring in the highest percentile to be awarded a small memento, e.g. lapel pin or mock digital certiďŹ cate as a screen saver.

Confidential | Copyright ÂŠ Velocita Brand Consultants Pvt Ltd

Other Projects

We make promises that we keep. If you are not sure of what we can do for your business, do contact us as we love inspiring collaborations. We'd love to hear from you.

VelocitaBrand.com

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+91.937.100.6878 Samarth@VelocitaGroup.com