Launching the Next Generation of Umpqua Culture

Company culture gets reset through leadership


Following rapid growth and senior leadership transition, Umpqua Bank saw a need to reconnect their culture with their mission and values. Having rapidly grown to become a $2B regional banking force, they sought to revisit and reset company values, and align internal branding with their successful consumer-facing brand.

The Ask

Umpqua Bank engaged Vignette to define and launch the next generation of Umpqua culture and lead them in driving unity and shared values. With new leadership in place, they recognized that it was a strategic time to introduce new ideas with company-wide communications. Starting with existing employee engagement data, from executive leadership to the customer representatives on the front lines of customer service, we extracted insights to drive adoption of new cultural values across the entire organization.

The Approach

Umpqua Bank had insights to their organizational structure and culture from previously working with two consulting firms; they had all the data they needed, but needed support aggregating it to achieve their purpose. Vignette maximized their investment in data collection by carefully reviewing all the assets to-date, and uncovering insights that guided the creation of Umpqua’s aspirational values. With values defined, we got to work driving multi-level engagement and activation across the company.

Activation & Roll-out

Project Leadership

Vignette provided leadership for the internal communications project, from editorial calendar management and meeting facilitation to materials production and procurement, building connections along the way between siloed functional groups, and modeling the new teamwork that the company was committed to fostering.

Senior Leadership Workshop

It was critical for senior leaders to internalize the new values and incorporate them into their leadership style and business goals; company culture starts from the top. Vignette leveraged an existing annual leadership meeting, transforming it into a co-creation workshop supported by a takeaway workbook. The experience fostered a deeper understanding of each behavior, and led the team in aligning their individual professional goals to corporate goals.

Culture and Values Campaign

Vignette created marketing language around the insights that included taglines and subthemes, effectively ‘consumerizing’ the employee education process to create a compelling, accessible digital and print campaign. To further maximize Umpqua’s investment, they built on the existing, successful consumer-facing creative strategy, aligning internal and external branding for a cohesive corporate brand.

Employee Activation

The multi-channel campaign strategy included a weekly rollout focused on an individual value, to give each one its own spotlight and allow for internalization by employees. Managers received a one-page values guide that included an overview, talking points, and additional story content, to use in discussion with employees. Frontline customer-service representatives engaged with members (and with limited time on digital devices) received a custom desktop display featuring a single value on each side. Turned to the weekly focus and positioned in the teller window, it served as a visual reminder and conversation starter, engaging customers in the company’s commitment to foster these behaviors.

Sharing the Umpqua Story & Vision

Umpqua Bank had an existing culture book—a unique cultural artifact coveted by employees, and used to introduce new hires to the company’s values. Vignette leveraged that respect by refreshing, rather than replacing, the culture book, with a new leadership message to reflect the vision of Umpqua’s future, and fresh language to modernize the presentation of mission and values. The end result was a 2.0 version that revisited the company’s roots while respecting and elevating a cherished component of company heritage.

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ANN INC: Culture Transformation Video

Evolving company culture through video.


ANN INC., the parent company of Ann Taylor, LOFT, Lou & Grey, Ann Taylor Factory and LOFT Outlet, manages five different retail channels making up more than 1,000 retail locations and more than 15,000 associates. In 2015, ANN INC. was acquired by Ascena Retail Group.  The acquisition provided ANN INC the opportunity to take a deeper look at its culture and evolve the way the company thought about and lived the culture. Gaining insights from a recent and thorough culture study, it quickly became clear how to inspire the company around a new perspective on culture. Out of this research, a new culture initiative emerged called “Grow Together.” ANN INC approached Vignette to help bring the new culture initiative to life with a video to illustrate and celebrate what makes ANN, and all its sub brands, a very special place to work.


The Story Behind Grow Together

We created a new culture video based on the theme: “Grow Together.” The video showcased engaged ANN INC home office and retail associates telling their story of how they live the ANN culture every day. The video planning and production included:

  • Creative Concept & Messaging: Based on the theme “Grow Together” and sub-themes values of “Collective Spirit” “Individual Shine” we developed a concept and messaging strategy that tactically combined creating awareness for the new culture campaign while also sparking inspiration in every associate—no matter role or location.
  • Script Writing: We wrote a script that positioned the evolved cultural initiative as part of a positive and thriving work experience filled with company-wide support, personal and professional opportunity.
  • Creative Direction & Video Production: Vignette’s creative team planned, managed, and executed all aspects of the video production. This included pre-planning and concepting, selecting talent and rehearsals, location scouting, and multi-location video production. We directed on-screen actors, voice over talent, and ANN INC. associates to deliver an authentic, on brand performance.
  • Post Production: After video production and voice over was complete, Vignette edited multiple versions of the video for use in corporate meetings and digital distribution. In addition, we created a custom extreme widescreen format (3:1) for custom 30’ projection screen.

Video Views Growing By the Minute

The “Grow Together” video premiered at the annual field leadership conference to an amazing reception. Company leaders were engaged and energized by the showcase of the evolution of the ANN INC culture brought to life through video. The video was distributed to all ANN INC employees to support the transformation of the culture. And now, the video is used daily in employer branding and recruiting efforts online and across the Ascena network.

Looking to communicate or transform your culture? Get in touch.


Fortive Leadership Conference

Connecting leaders to the company's shared purpose, values, vision, and strategy.


Fortive is a Fortune 500 industrial holding company committed to providing their customers with essential technology. The company is comprised of more than 20 operating companies and focused on creating and delivering professional instrumentation and industrial technologies, Fortive has a diverse team of 24,000 employees worldwide.

Every year Fortive holds a leadership conference,  designed to bring together the top 200 global leaders across Fortive and its operating companies. Fortive’s communication leadership was tasked with the planning and execution of the 2017 Fortive Leadership Conference — for which Vignette was tasked to help plan and create content for it.


Fortive 2017 Leadership Conference Opening Video


Accelerating Progress was the theme Developed around the Company’s Shared Purpose

Every event needs a theme to help connect speakers and attendees. Since this was Fortive’s first Leadership Conference, it made the most sense to base the conference theme around the company’s shared purpose. Fortive’s purpose statement is “Essential technology for the people who accelerate progress” so we decided to use Accelerating Progress” as our event theme, which communicates Fortive’s focus and position as an innovative leader in all its markets and businesses.

The theme of Accelerating Progress helped set the tone for the following content we created for the 2017 Fortive Leadership Conference:

  • Conference Branding: Building off the employer branding materials we developed when we first helped launch Fortive, we continued with a similar style of positioning and visuals, while finding areas to elevate and evolve based on recent employee feedback.
  • CEO Keynote Presentation: Working closely with Fortive’s communications leaders and CEO (Jim Lico) we created Jim’s Keynote presentation — from the presentation outline to content development, key messages, presentation design, script notes, and rehearsals.
  • Promotional Materials: We created promotional materials to be used for the conference ranging from banners and posters for the hotel lobbies and event rooms to the three (3) day conference agenda and supportive materials.


We created several videos for use at this conference and beyond. Our work began with the creation of treatments for each video, interview guides to help extract the content and performance out of the leaders we interviewed—all leading to a worldwide video shoot to capture the content. We created the following videos:

Photoshoot: While we were shooting the videos we also took the opportunity to do a photoshoot across the globe to capture authentic, branded imagery for the campaign and eliminating the need for stock photography going forward.

Activating awareness around Fortive’s shared purpose and values

Fortive’s first Leadership Conference was seen as a great success by all 200 attendees. This three day conference left attendees feeling excited about the company’s future and helped better connect these 200 leaders to the company’s shared purpose, values, vision, and strategy.

Our work on the videos specifically created great excitement amongst operating company leaders as they all saw the content we produced as the next step to helping them create more awareness around Fortive’s shared purpose and values, as well as to be used for Leadership and culture training going forward.

Fortive and Vignette are continually planning, creating, launching and learning. Fortive is built around the premise of continuous improvement, so we are never looking for perfection as much as driving awareness or action from the 24,000 global employees we serve.

Need to create more awareness around shared purpose and values with your employees? Get in touch.