KPMG: Fit for Purpose
OBJECTIVE + APPROACH
Embed purpose as a defining feature of working at KPMG.
We worked closely with the Purpose team to develop an extensive Purpose Program, titled Fit for Purpose.
Fit For Purpose encapsulates a dual mission. It’s about understanding your unique purpose and getting ‘fit’ for the life you’re meant to lead. It also involves seeing how all our strengths and passions ‘fit together’ to build a strong and vibrant culture.
MESSAGING STATEMENT
Working collaboratively with the content lead, we developed both the program name and messaging statement that grounds the Purpose Program.
Purpose is (y)our why.
It’s the me in meaning.
It’s how we fit together.
It’s the sum of all our strengths and passions.
Together, we are fit for purpose.
Campaign roll out
The first stage of the campaign was the development of the video that introduces the program and the messaging.
We worked with the internal communications team to develop a production timeline and framework to meet the needs of the Purpose team. Their goal to launch Purpose Week in 2025 meant that assets to support their roadshow needed to be made upfront.
We are currently developing the next stage, which will be a wrap up video of 1000 voices collected across the firm.
campaign elements
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The framing device represents the focus in of diverse people and culture through unity and collaboration.
It is not just a combination of shapes, but a representation of the rectangles within theKPMG logo.
Moreover, it can seamlessly transition into a focal point tool, specifically crafted to emphasise the importance of people.
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The secondary colour for the campaign is pink. This has been chosen to reflect the groundwork done through the People Pillar to reflect the KPMG EVP consistently across the business.
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The layered images of our staff serve as a crucial visual element in defining the look and feel of Fit for Purpose. It is made with modularity in mind, where the images can be swapped out for for those more or less candid, and personalised.
We have utilised cropped, dynamic imagery of our team to highlight all the individual parts that come together to embody the collective and individual purpose of KPMG.
Credits
Creative Director: Louis Hu
Content Lead: Kath McNiff