Date: 2019

Type: Brand strategy, Brand positioning

Company: Cornerstone is one of the world’s largest companies in the HR technology space helping organizations modernize their learning and development experience. Cornerstone serves over 6,000 customers and 75M users and is available in 180 countries and 50 languages.

Role: I led all brand strategy and creative execution for the advertisements. Read more about my time at Cornerstonein my resume.

We needed a story to simplify and focus Cornerstone’s messaging, to unite content around the shared core of realizing employee potential, and to better integrate sales and marketing.

the story

A change in the world – People expect different things from their work and careers.

A new potential – The winners in every market will be those who best release the potential locked inside their people.

An obstacle – Today’s HR software is part of the problem, not part of the solution.

A breakthrough – Cornerstone is optimized for people, growth, and steep learning curves.

A pay-off – A Cornerstone-powered culture runs circles around old-school HR cultures.