Going Beyond for HAE
Going Beyond
for HAE
"Going Beyond for HAE" was a strategic internal campaign developed for Takeda to mobilise employees in support of HAE Day. The initiative focused on driving global participation in the HAE Walk, translating complex advocacy goals into a high-energy, actionable campaign that encouraged employees to register their physical activities as steps towards a collective global goal.
"Going Beyond for HAE" was a strategic internal campaign developed for Takeda to mobilise employees in support of HAE Day. The initiative focused on driving global participation in the HAE Walk, translating complex advocacy goals into a high-energy, actionable campaign that encouraged employees to register their physical activities as steps towards a collective global goal.
Client
Client
itv
itv
Year
Year
2019
2019
SERVICES
SERVICES
Digital Design /
Brand Adaptation / UI Integration
Digital Design /
Brand Adaptation
/ UI Integration
The Challenge
The Challenge
The primary objective was to cut through the daily noise of internal corporate communications to inspire genuine employee action across global teams. The campaign required a visual identity that felt distinct and urgent, yet remained strictly compliant with Takeda’s corporate brand and the global HAE Day guidelines. The challenge lay in creating a "frictionless" participation model providing employees with a comprehensive toolkit to advocate and participate without requiring extensive effort
To drive viewer engagement by creating a suite of promotional banners and skins for ITV's programming. The core challenge was to translate diverse and iconic series artwork into a wide range of ad specifications without losing brand recognition or visual impact. The final assets needed to feel like a native part of the user experience, not disruptive advertising.
The primary objective was to cut through the daily noise of internal corporate communications to inspire genuine employee action across global teams. The campaign required a visual identity that felt distinct and urgent, yet remained strictly compliant with Takeda’s corporate brand and the global HAE Day guidelines. The challenge lay in creating a "frictionless" participation model providing employees with a comprehensive toolkit to advocate and participate without requiring extensive effort
The Challenge
The primary objective was to cut through the daily noise of internal corporate communications to inspire genuine employee action across global teams. The campaign required a visual identity that felt distinct and urgent, yet remained strictly compliant with Takeda’s corporate brand and the global HAE Day guidelines. The challenge lay in creating a "frictionless" participation model providing employees with a comprehensive toolkit to advocate and participate without requiring extensive effort
The Solution
The Solution
I engineered a Unified Activation Toolkit that combined a vibrant visual identity with a highly functional suite of digital assets. By centring the creative on movement and the "Take Charge" call-to-action, the campaign transformed a corporate CSR initiative into a community-driven movement.
Key strategic decisions included:
Identity Engineering: I designed a modern, adaptable logo and a "memorable lead image" that bridged the gap between Takeda’s professional aesthetic and the energetic, grassroots feel of the HAE Day walk.
Conversion-Driven Communication: Moving beyond standard memos, I developed a high-impact internal email template featuring a clear hierarchy and optimised messaging to maximise sign-ups and social engagement.
Brand-as-a-Service (BaaS): To ensure wide adoption, I created a suite of "plug-and-play" assets including custom Zoom backgrounds, fact sheets, and presentation decks enabling employees to become brand ambassadors within their own professional circles.
Cross-Platform Cohesion: I ensured a seamless experience across all internal touch points, ensuring that the visual energy of the "Lead the way" campaign was reflected in every supporting document, from the technical talking points to the editorial layout of the presentation decks.
I engineered a Unified Activation Toolkit that combined a vibrant visual identity with a highly functional suite of digital assets. By centring the creative on movement and the "Take Charge" call-to-action, the campaign transformed a corporate CSR initiative into a community-driven movement.
Key strategic decisions included:
Identity Engineering: I designed a modern, adaptable logo and a "memorable lead image" that bridged the gap between Takeda’s professional aesthetic and the energetic, grassroots feel of the HAE Day walk.
Conversion-Driven Communication: Moving beyond standard memos, I developed a high-impact internal email template featuring a clear hierarchy and optimised messaging to maximise sign-ups and social engagement.
Brand-as-a-Service (BaaS): To ensure wide adoption, I created a suite of "plug-and-play" assets including custom Zoom backgrounds, fact sheets, and presentation decks enabling employees to become brand ambassadors within their own professional circles.
Cross-Platform Cohesion: I ensured a seamless experience across all internal touch points, ensuring that the visual energy of the "Lead the way" campaign was reflected in every supporting document, from the technical talking points to the editorial layout of the presentation decks.
The Solution
I engineered a Unified Activation Toolkit that combined a vibrant visual identity with a highly functional suite of digital assets. By centring the creative on movement and the "Take Charge" call-to-action, the campaign transformed a corporate CSR initiative into a community-driven movement.
Key strategic decisions included:
Identity Engineering: I designed a modern, adaptable logo and a "memorable lead image" that bridged the gap between Takeda’s professional aesthetic and the energetic, grassroots feel of the HAE Day walk.
Conversion-Driven Communication: Moving beyond standard memos, I developed a high-impact internal email template featuring a clear hierarchy and optimised messaging to maximise sign-ups and social engagement.
Brand-as-a-Service (BaaS): To ensure wide adoption, I created a suite of "plug-and-play" assets including custom Zoom backgrounds, fact sheets, and presentation decks enabling employees to become brand ambassadors within their own professional circles.
Cross-Platform Cohesion: I ensured a seamless experience across all internal touch points, ensuring that the visual energy of the "Lead the way" campaign was reflected in every supporting document, from the technical talking points to the editorial layout of the presentation decks.
©2026 Kira Hilton-Quish
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©2026 Kira Hilton-Quish
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