The Ask:
Create educational materials for for CM Bridges, an internal program designed to bridge generational gaps and foster a more harmonious workplace, delivered through monthly content.

The Solution:
Developed a visual identity rooted in Critical Mass’s core brand while expanding it with a shared emotional tone that resonated across generations. The program launched with a monthly magazine-themed interactive educational material that sparked nostalgic excitement and embraced a retro-futuristic style with a sense of humor—making communication and tech-related topics accessible and engaging.

My Role & Result:
Led the creative direction in close collaboration with HR and UX teams. Defined the core concept and visual language from the ground up, and provided hands-on guidance in the early stages to support the design team through execution. The program was highly recognized by leadership and ultimately adopted at the holding company level.
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