Strategic design meets thoughtful storytelling. This portfolio showcases a selection of brand, communication, and campaign work—created to connect, engage, and inspire.
Moments That Matter was a company-wide recognition campaign I created and led at The White Company to celebrate employees at both work and personal milestones, from length of service to getting married or welcoming a new baby.
Rooted in the brand’s lifestyle ethos, the program was designed to feel personal, meaningful, and beautifully consistent across all teams. Recognition gifts were hand-selected by the founder, Chrissie, adding a thoughtful, human touch that reflected the heart of the business.
The goal was to foster a culture of appreciation and connection, creating a recognition experience that felt aligned with the brand: elegant, warm, and timeless. This project brought together internal comms strategy, program branding, campaign content, and printed collateral.
THE CHALLENGE
Our goal was to create a scalable and meaningful recognition experience for employees, celebrating both service and personal milestones in a consistent and impactful way. Previously, length of service was acknowledged only once a year during an annual lunch with the founder and CEO, rather than on each employee's individual anniversary. While we kept the tradition of the celebratory lunch, we introduced a personalized gift box to be presented on the actual milestone date.
Additionally, personal milestones—such as weddings or the birth of a child—were recognized inconsistently across departments, with no unified approach or clear brand experience. What we needed was a cohesive framework that brought all teams together, offering a beautifully branded experience that reflected our core lifestyle values and internal messaging. The goal was to ensure every employee—whether they worked in stores, at head office, or behind the scenes—felt genuinely seen, appreciated, and celebrated.
MY ROLE
Campaign concept and strategy lead
Internal communications planning and execution
Brand identity and tone of voice development
Copywriting for all campaign materials
Creative direction and asset briefing (design, packaging, print)
Cross-functional collaboration with HR, leadership, and line managers
1
Laying the foundation through insight and alignment
Pulse survey feedback showed employees wanted more visible, meaningful recognition. We gathered stories from across the business, benchmarked other brands, and aligned with senior leadership to define how the experience should feel—authentic, timely, and reflective of The White Company’s values.
Strategy & Discovery
2
Creating a name and design system with lasting emotional impact
The name Moments That Matter was chosen to reflect the emotional significance of time spent with the company. Visually, the concept embraced minimalist elegance: a soft, neutral palette and timeless typography designed to feel elevated, warm, and enduring.
Naming & Visual Concept
3
Crafting sincere, brand-aligned language for every milestone
We developed consistent, heartfelt messaging for every element, letters, certificates, internal comms, manager toolkits, and launch materials. From phrases like “Thank you for being part of our story” to the campaign line “Because every moment matters,” every word was written to feel personal and meaningful. This later became the foundation for updating the Employee Value Proposition.
Tone of Voice & Messaging
4
Designing a meaningful, brand-aligned recognition moment
To bring the program to life, we created a series of thoughtfully curated gift packs tailored to the milestone being celebrated. For length of service, employees received a “shopping spree” experience featuring signature products they loved, along with a personalised note from the CEO. For personal milestones, gifts reflected the occasion—such as a beautifully packaged candle and baby blanket for new parents. Each gift was carefully chosen to feel considered, elegant, and true to the lifestyle nature of the brand.
Gift Experience & Print Design
5
Equipping leaders to deliver recognition with intention
We created toolkits and guidance for managers across all departments, including timelines, language prompts, and delivery tips to ensure consistency. Training was provided to help leaders deliver the recognition in a way that felt genuine and aligned with the brand’s tone.
Manager Enablement
6
Bringing the campaign to life across the organization
The launch spanned email, intranet, team meetings, and a town hall introduction, supported by the People Team and communications partners. The phased rollout helped embed the program into company culture and ensured every employee—from head office to the shop floor—had a shared, elevated experience.
Internal Launch & Rollout
While the strategy and design were key, the real impact came to life in the delivery. From a thoughtfully curated gift box to an elegantly hosted lunch, Moments That Matter created meaningful touchpoints that reflected the brand values and made employees feel genuinely celebrated. These short videos offer a glimpse into how the recognition program was experienced—and how every detail, from packaging to printed materials, was designed to feel personal, polished, and heartfelt.
Unboxing a Moment That Matters
Each celebration box was carefully curated to offer a moment of pause and appreciation. Designed around our lifestyle aesthetic, the pack included elegant printed materials, a personalised note, and signature products to create a shopping-inspired experience employees loved.
The box included a gift card, product catalogue, tea, and candle—giving employees the chance to relax and enjoy planning their own TWC treat.
A Seat at the Table
The annual Length of Service lunch brought teams together to honour long-standing contributions. Thoughtfully designed details like milestone place cards, branded booklets, and celebratory signage turned the event into an experience—reinforcing the idea that time spent with the company is something truly worth celebrating.
REFLECTIONS & RESULTS
Moments That Matter is still used today as the central recognition experience across The White Company, with hundreds of milestones celebrated each year. Within the first year, the program helped foster stronger cross-functional relationships and increased manager participation in milestone celebrations. It also contributed to broader engagement efforts, reinforcing a culture of appreciation that was consistently reflected in pulse survey feedback and internal storytelling. This project deepened my expertise in campaign development, tone of voice design, and building employee-centric experiences that connect across levels and locations
