state street
EMAIL COMMUNICATION
State Street faced the classic corporate paradox. Their internal communications needed a complete personality transplant, something that could transform mandatory training from corporate endurance test into genuine anticipation.
I injected personality into the process without compromising professionalism. I created a cast of corporate personalities, each equipped with their own stress rating system. Think credit scores for your professional alter ego. These weren't generic corporate caricatures but recognizable colleagues with relatable anxieties, genuine humor, and authentic workplace struggles.
Each email in the sequence built on this humanized approach, using strategic humor as a bridge between complex financial concepts and everyday understanding. The training modules became character-driven stories where compliance requirements felt like natural conversation rather than regulatory obligation. Employee engagement metrics shifted from obligation to anticipation, proving that corporate communication doesn't have to be corporately boring.
