Church & Dwight Employee Gifting Experience
A multi-touch experiential campaign that connects digital communication, environmental graphics, packaging, and measurable engagement.
The Tote Bag Bar was conceived as a multi-touch employee engagement campaign and participatory brand experience. The journey began before the event with a branded employee email that introduced the concept, built anticipation, and prepared attendees for the interactive nature of the activation.
On site, I translated brand guidelines into a cohesive physical environment through signage, insert cards, and spatial presentation designed for intuitive, self-guided participation, allowing employees to approach the table, understand the steps without verbal instruction, and engage confidently through clear visual wayfinding.
The experience extended beyond the event through branded QR touchpoints embedded in the signage and tote insert card, enabling participants to book complimentary Creative & Strategy hours and turning a gifting moment into an ongoing, measurable brand interaction.
As part of the annual Dwightie Awards employee appreciation event held at a conference destination, CI‑Group was tasked with creating an interactive gifting experience that employees could participate in on site. The goal was to move beyond traditional swag and create a memorable, hands-on brand interaction that reinforced appreciation, creativity, and company pride.
Tote Bag Bar—a live activation to create a fully customized keepsake
Employees personalized their tote bags on site, transforming a typical swag pickup into a participatory brand moment that brought appreciation, creativity, and company pride to life.
Overhead, standing, and tabletop signage worked together as a cohesive wayfinding system, guiding participation without the need for verbal instruction. These environmental elements ensured the flow of the activation felt intuitive while maintaining a strong, consistent brand presence within the event space.
Table-top sign prompted participants to scan a branded QR code to book 10 complimentary Creative & Strategy hours, transforming the activation into a measurable
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Insert card placed inside the tote extended the experience beyond the table, using a branded QR code to connect the physical gift to digital content. This tactile touchpoint reinforced brand quality while encouraging continued engagement after the event.
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Pre-event employee email introduced the Tote Bag Bar concept and set expectations before arrival, framing the activation as an interactive experience rather than a standard giveaway. The design aligned visually with the on-site signage and printed materials to create continuity between digital communication and the physical environment employees would encounter. Built responsively for both desktop and mobile viewing, the email served as the first touchpoint in the journey—building anticipation, clarifying participation, and ensuring attendees arrived ready to engage.
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Objective:
Design environmental graphics, digital and printed touchpoints that would:
- Guide employees through the experience intuitively
- Reinforce Church & Dwight branding in a physical environment
- Elevate the activation from a “swag table” to a branded experience
- Create signage and inserts that felt cohesive, premium, and event-worthy
- Support smooth attendee flow during high participation
Role: Art Direction • Environmental Graphics • Signage System Design • Print Production Design • Email Design
Together, the email, signage, tote bag, and booth presentation worked as a unified experience system—connecting digital communication with physical interaction to create a memorable, brand-aligned employee engagement moment.
Audience:
Church & Dwight employees attending the Dwightie Awards conference event—a celebratory environment focused on recognition, appreciation, and engagement.
Creative Challenge:
This activation required applying brand guidelines to a physical environment where clarity, visibility, and flow were critical. Signage needed to work at multiple viewing distances, guide participation without verbal instruction, and feel consistent with the tone of the event.
The design had to consider:
- Viewing distance and legibility
- How employees would interact with the materials
- Cohesion between signage, patches, totes, and insert cards
Deliverables:
- Step-by-step participation signs
- Branded table identifiers
- Patch selection guidance
- Instructional insert cards placed inside finished totes
- Pre-event employee email (desktop and mobile)
Results:
- The Tote Bag Bar became a high-traffic, high-engagement area of the event, transforming a simple gifting station into a memorable branded experience.
- Employees left with a personalized item they created themselves, strengthening both engagement and brand connection.
Transformed a gifting table into an interactive brand experience.
creative direction
brand strategy
typography
logo identity
print & packaging
ui/ux
front-end dev
web & email design
video editing
motion graphics