A newly appointed Vice President launched a bold transformation initiative—2nd Century Enterprise Systems (2CES)—to modernize manufacturing, engineering, and supply chain operations at an aerospace giant. But modernizing tools and processes was only half the battle. The bigger challenge? Winning the hearts and minds of thousands of employees to ensure adoption.
Embedded Support, Not Just External Communications
While the company had an internal Creative Services group, they were stretched thin given the initiative’s scale. Our team stepped in—not as external communicators, but as embedded partners within the transformation effort. We immersed ourselves in the teams we supported, learning their operations, challenges, and culture to craft messaging that felt authentic and actionable.
To build credibility, we applied an Influencer Marketing strategy, partnering with subject matter experts inside the company. By positioning these experts as the faces and voices of change, we ensured that the transformation message resonated with employees on a peer-to-peer level, rather than feeling like a top-down mandate.
From Initiative to Enduring Corporate Strategy
2CES became the launch customer for our newly formed Digital Media Services team, leading to the creation of:
- Explainer videos & mini-documentaries
- Podcasts & interviews with transformation leaders
- Infographics, booklets & web content
These assets didn’t just communicate what was changing—they framed the transformation in a way that employees could connect with, understand, and champion.
The impact was clear:
- 2CES evolved into a lasting corporate initiative, later rebranded as Digital Transformation.
- SME “influencers” became recognized industry thought leaders, further reinforcing the credibility of the effort.
- Employees across the company embraced the transformation, ensuring its long-term sustainability.
My Role in the Project
Responsibilities: Creative Services Management, Change Management, Ghostwriting, Copywriting, Scriptwriting, Storyboarding, Graphic & Motion Design, Print & Web Design, Video Editing.
Tools Used: Adobe Illustrator, Photoshop, After Effects, DUIK Bassel, Premiere Pro, Audition, InDesign, live video production equipment (lights, mics, cameras), Microsoft Visual Studio.