Leadership Initiative
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This global campaign marked a rethinking of leadership at Accenture—a cultural shift in the company with a focus on the people aspects of leadership: values like caring, kindness and human connection. The initiative offers a credentialing program with coursework and training designed to develop empathetic leadership skills, which Accenture views as critical to advancing the company’s mission and values.
My team and I developed a set of fun, lighthearted illustrations to give the campaign a distinctive approachability, very much in keeping with the focus of the initiative. The pastel palette was an intentional departure from the Accenture corporate purple color scheme, designed to lend a warmth and softness to match the whimsy of the copy.
The levels of engagement in the program have already exceeded expectations.
Many existing and aspiring managers signed up for the credentialing program within the first 3 months of the rollout. More importantly, there’s has been a heightened awareness of the importance of empathy and honest communication throughout the company.
Credits
Agency: Accenture
ECD: Dustin Ambrosio
CD Design: Enric Turull
CD Copywriting: Brad Londy
Illustration: Krista Knudtsen