Leading Global Brand Transformations Through Storytelling

Internal Brand Campaign: Becoming One Acrisure

Project Challenge:

As Acrisure unified hundreds of legacy agencies into a single global brand and launched a new regional operating model, one of the company's greatest challenges was not the new identity itself—it was helping thousands of employees embrace the transformation. Many team members were deeply connected to their local agency brands and were understandably hesitant to adopt a new corporate identity.

Creative Proposal:

Recognizing that successful change begins with people—not announcements—I proposed a storytelling strategy designed to build trust, transparency, and excitement around the transformation.

I conceived and led the "Meet the Team" video series, introducing the leadership teams of each newly formed corporate region. Rather than relying on traditional executive communications, the series gave regional leaders a platform to share their vision, enthusiasm, and commitment to the future of Acrisure, helping employees put faces to the change and begin building connections with their new leadership.

Outcome:

The overwhelming success of the series inspired a second initiative, "Celebration Day," which documented the launch of each regional office as employees came together under one brand. These cinematic stories captured authentic moments of pride, collaboration, and optimism, transforming a corporate rollout into a celebration of a shared future. The noticeable increase in production quality and storytelling established a new creative benchmark for internal communications across the organization.

The impact extended far beyond the videos themselves. Employees became increasingly eager to participate on camera, openly sharing their excitement about becoming One Acrisure. As engagement grew across the business, demand for strategic video storytelling increased by 300%, directly leading to the creation of Acrisure's dedicated in-house video function, which I was entrusted to build and lead.

To commemorate the successful completion of the transformation, I directed a final flagship brand film that brought together highlights from every regional launch, celebrating the unification of the organization under a single global brand. The film became a defining milestone of Acrisure's brand transformation and continues to serve as a model for subsequent international brand integration efforts, including the company's ongoing transformation across Europe.

Business Impact

• Developed the storytelling strategy supporting Acrisure's enterprise-wide brand transformation.

• Created two flagship internal communication series that accelerated employee engagement, trust, and adoption of the new corporate brand.

• Increased demand for strategic video communications by 300%, resulting in the creation of Acrisure's in-house video production function.

• Directed the landmark brand transformation film celebrating the successful launch of all corporate regions, with the storytelling framework continuing to support international brand integration initiatives.

Localized Internal Brand Campaign: Celebration Day Video Series

Internal Brand Employee Campaign: Culture Change

Thanksgiving Message

Reinforcing Company Culture Through Authentic Storytelling

Project Challenge:

Following a period of significant organizational transformation, I recognized an opportunity to strengthen employee connection and reinforce Acrisure's culture during Thanksgiving—a time traditionally reserved for an executive video message.

Creative Proposal:

Rather than producing another scripted address, I proposed a more authentic storytelling approach. Throughout the year, my team had captured hundreds of unscripted moments from regional events, including genuine embraces, celebrations, and interactions between colleagues. I saw an opportunity to transform those everyday moments into a powerful story about gratitude, belonging, and the people who make Acrisure extraordinary.

I developed the creative concept around a simple but meaningful idea: instead of telling employees we were thankful for them, we would show it. By weaving together real footage of employees connecting across the organization, the film celebrated the relationships that had emerged throughout Acrisure's transformation and reinforced the company's commitment to its people.

Outcome:

The video replaced the traditional executive message with an emotionally driven brand story that felt personal, authentic, and deeply human. It resonated strongly across the organization, generating heartfelt employee responses and reinforcing a positive culture during a period of significant change.

The project reflects my belief that the most impactful internal communications are not built around corporate messaging—they are built around authentic human moments that strengthen trust, belonging, and organizational culture.