Dolby Benefits Campaign
Lead Designer
2022 to 2024
"The campaign looks like it was designed by Dolby's brand team and resulted in 30% more engagement than previous years."
- Client Feedback (Dolby)
In need of a campaign overhaul in 2022, Dolby came to us. They wanted to get ahead of industry trends and technologies to cater to a highly creative and technical remote-first employee population.
Technical: Adobe InDesign, Adobe Illustrator, Adobe Photoshop, Wix
Functional: Research, Concepting, Presenting, Typography, Layout, Print Production, Print Management
Dolby was being inundated with hundreds of benefits-related questions during open enrollment, yet only about 50% of employees were enrolling. How can we reduce the amount of direct messages and calls to the benefits team during OE and drive higher enrollment rates for a remote workforce?
My design solutions helped cut down on the volume of direct messages and calls to the benefits team by 50%. The microsite saw 11,000 total visits, including repeat visits from employees, spouses, and dependents. Overall, we increased enrollment rates by 30%, showcasing the efficacy of user-centered design.
To determine the most effective strategy for reaching Dolby's employees, we conducted thorough employee and brand research, which informed our communications solutions.
Dolby’s workforce is diverse and global, with employees located across North America, Europe, Asia, and Australia. 64% of employees are male engineers, scientists, and other tech professionals. The company fosters a culture of innovation and inclusivity through 14 global employee networks.
Breaking down Dolby's brand and meeting with the brand team gave me a thorough understanding of their robust brand guidelines, assets, and any limitations. We garnered the brand team's approval throughout the design process, ensuring brand alignment.
Unique media, such as a responsive open-access microsite and sumo trifold, supplemented Dolby's benefits guides, emails, digital displays, and presentations to spread the word about open enrollment. I pioneered and developed the microsite, streamlining communication and providing employees and their families with 24/7 access to benefits information. I also crafted a scalable design strategy for the future of Dolby's benefits campaigns that hooks users, proven by a 30% increase in enrollment rates.
The campaign resulted in a 50% reduction in direct messages and calls to the benefits team during open enrollment and a 65% enrollment rate. It also placed as a Platinum Winner in the 2022 MarCom awards competition.
Applied over multiple campaigns, Dolby's benefits design successfully scales across digital and print media, adapts to various screen sizes and applications, and can be sustained for years to come.
