You can’t achieve purpose without people. So when Pinsent Masons wanted its purpose to resonate, we unearthed 12 high-impact stories of colleagues making business work better for people.
Our collection – Everyday Heroes – tells the stories of both fee-earning and business operations colleagues bringing Pinsent Masons’ purpose to life through the firm’s strategic pillars: people, community, clients and purpose-led growth.
We wrapped this up in a dynamic online publication using strong photography, powerful videos and voiceovers of the colleagues featured telling their stories.
The challenge: help readers understand how their work ties into the bigger picture, while creating an accessible collection of stories that any colleague could quickly dive into.
But Everyday Heroes isn’t just an example of evergreen feelgood colleague stories: Pinsent Masons also wanted the publication to boost awareness of its purpose, highlighting how the law firm is practising what it preaches.
We played the role of the journalist with Pinsent Masons’ internal communications team to hunt down potential stories and make sure we represented all parts of the firm: from frontline fee-earners to back-of-house operations experts.
Marrying each story with the firm’s four strategic pillars – clients, people, community and purpose-led growth – we then crafted 12 tight stories with real Pinsent Masons people at their heart. Our design team pushed the boundaries, creating a captivating and immersive storytelling experience.
Hosted digitally, the slick, interactive online publication has been distributed through the firm’s existing channels dropping with a big bang at its end-of-year results, with follow-up spotlights on each contributor through drumbeat communications and nudges on Yammer.
Colleagues have a much clearer understanding of the firm’s purpose and how it connects to their everyday role and it’s inspired a flurry to share examples of their work through the platform.
The publication’s success means Pinsent Masons now has a proven hero channel for its strongest stories: one with a self-sustaining pipeline of colleague-driven content. We’re updating Everyday Heroes every half year with more purpose-led stories that colleagues can feel proud of and inspired by.