Campaign Activation
System Extension
Celebrating a Brighter Tomorrow
Role: Experience Design, System Extension & Toolkit Enablement
Timeline: 2-Week Production Window
Team: Global Internal Communications (content & planning), Agency (hero visual & animation)
Key Impact: Deployed to a global workforce of 10,000+ employees across 30 countries
In April 2026, Olam Agri reached a major milestone – becoming a separate entity from Olam Group following SALIC’s majority acquisition. The milestone created a need for clarity, reassurance, and shared momentum across the workforce.
23,673 Campaign Impressions
5,121 Highest Video Reach
30 Participating Countries
6 Interactive Challenges
10,000+ Employees Reached
The Context & Challenge
When SALIC's majority shareholding in Olam Agri was completed, leadership faced a critical internal milestone. A corporate transition of this scale naturally brings a wave of unprompted questions from the workforce. During town halls and hallway conversations, employees were eager for clarity: What changes for us? Is this an opportunity or a risk?
An external agency provided the initial spark: a standalone hero graphic and a baseline animation. The real experience challenge was operational: How do you scale a single asset into a holistic, human-centric design system that builds confidence across a massive global workforce, regardless of their location, language, or digital connectivity?
The Employee Journey Matrix
To move beyond a static announcement, the deliverables were mapped across a deliberate four-stage employee experience — ensuring every touchpoint served a specific moment in the employee journey:
The Design Strategy
My execution focused entirely on touchpoint orchestration and structural scaling
Local HR and internal communications teams did not always have design support. So the toolkit had to be easy to use, quick to adapt, and reliable under time pressure.
The system balanced two needs:
Consistency, through locked core assets that protected the campaign identity.
Flexibility, through editable templates that local teams could adapt for their own events and communications.
Locking the core assets protected the campaign's identity in offices with no design support, while editable templates ensured the campaign felt locally owned rather than centrally imposed.
The Solution
1. Digital Deployment
Screensaver
Lock screen
Gamified Interaction Assets for Enterprise Social Media
Avatar frame
Badge
2. On-Site & Local Activation
TV Screen Visual
Tactile Event Props
Environmental Branding
Interactive wall
These weren't static designs. They were tools for participation. Employees didn't just consume the campaign – they created content within it.
Why This Matters for Employee Experience
This campaign highlighted the difference between simply informing a workforce and genuinely involving them.
By balancing locked-down core brand assets with highly flexible layout containers, the toolkit achieved rapid global adoption across three distinct dimensions:
Translation & Extension
Taking a singular, static creative concept and orchestrating its delivery across a highly coordinated multi-channel ecosystem. Every asset was engineered to adapt seamlessly across disparate languages, cultural contexts, and varying production timelines.
Organic Scaling
Because the vector assets were accessible and highly intuitive, regional offices organically scaled the identity beyond our central plans – freely printing it onto custom notebooks, drink cans, pens, and event bags to suit their unique local celebrations.
Local Autonomy & Co-Design
Empowering on-the-ground HR and communications leads who didn't have dedicated creative support. By distributing modular, foolproof templates, local teams were transformed from passive executors into active co-creators of the workplace experience.
Left as a single announcement email, a major corporate transition can easily feel distant or clinical. By building an accessible, open-ended design infrastructure rather than a rigid asset list, local teams were empowered to take true ownership of the narrative — and the result was a campaign that didn't just reach 10,000+ employees, but moved with them.