When FAB introduced a number of HR tools in parallel – a revamp of an existing application alongside a new policy portal and a digital assistant – the risk wasn’t lack oof awareness but fragmentation: overwhelming employees with disconnected messages and slowing adoption.

Rather than communicating each tool in isolation, the work focused on unifying everything under one clear narrative, shaped around practical value rather than functionality. To cut through bankwide noise, the campaign drew inspiration from big tech announcements—using bold, tech-led visuals paired with a lighter, confident tone of voice. Anchored by the headline “HR Services. At Your Fingertips,” the messaging emphasized faster access to information and a simpler day-to-day experience.

Reinforced through an integrated change communications approach, the campaign helped employees know exactly where to go for support, reducing friction, encouraging self-service and making everyday HR interactions easier. 

Campaign Concepting | Narrative Direction | Strategic Copywriting | Change Communications

Creative samples available on request