BRIEF
Conceptualise a career handbook for staff of GSK that summarises the rewards and benefits that they’ll get to enjoy, and most importantly, convey the sense of purpose working within one of the most meaningful companies in the world.
IDEA
We didn’t want to simply design an employee handbook that looks good. We wanted to create one that makes the employees feel good about themselves, a handbook that focuses on them, and not always on the company.
At the same time, we wanted to inject the clinical and super-efficient mood within the company’s compound with some fun, creativity and colours. And as most of the employees are young, we also wanted to link the concept with some popular culture that not only captures their interest, but lays a foundation for a storyline that can continue to evolve and be built upon for years to come.
The idea to use Lego mini-figurines as a focus point was as exciting one that unites all our design objectives. It gave the focus firmly to the employee, added a fun creative twist, while giving us a nice theme to literally build upon for the future.
The handbook comes with a real mini-figurine for the employee, customised specifically to their job scope. As employees browse through the lego themed booklet containing the company’s mission, purpose as well as rewards and benefits, they will end a dash of fun on the last page, where a sticker sheet is attached to let them customise their mini-figurine more, recognising their individuality and encouraging a little self-expression fun.
One of the most exciting prospects of this idea is that the mini-figurine allows for self-visualisation within a team and company, and we’ll release more accessories to add on to the individual employee’s figurine as they progress and grow in the company. Evolving the story further, we plan to give teams a full-fledged Lego Creator set where they can build their own hub and “home” in the office pantry for display, and place their mini-figurine in this little world where they work, live and play happily.
