Problem:

Pearson is a global leader in education, providing materials in everything from ESL to assessments for learners of all ages and levels. Despite their broad range of offerings and recent improvements in their tech, they’re still mostly known as those people who make textbooks. Not only did they need a purpose that would refresh their external image, but would be a true North Star internally, helping rally their 40,000 global employees around a shared vision and values.

Solution:

To do this, we embedded deeply with their team to:

• Align on a new purpose “Add life to a lifetime of learning” a vision that took them out of viewing learning as a point of time event and ensuring everything they put out isn’t just high quality but vibrant, surprising, and enriching.

• Create a new set of values for how they behave in the world.

• Create a series of videos featuring real Pearson employees sharing what the purpose and values mean to them through their own lived experience at the company.

• Partner with their DEI team to align their diversity, equity, and inclusion goals with their higher order purpose and values.

I wore multiple hats across this project as a creative director, writer, strategist, employee interviewer, and even co-director of talent.