Company
HNTB
HNTB
Roles
Discovery and Planning
Graphic Design
Packaging Design
Social Media Analytics
Discovery and Planning
Graphic Design
Packaging Design
Social Media Analytics
Challenge
Each year during winter break, HNTB sends upcoming interns and new graduates a gift to build excitement for their summer internship or post-educational career. The challenge was to create a unique gift that would not only excite students over winter break, but also serve as an opportunity for them to connect with and promote the HNTB brand to friends and family while at home and to fellow students when they return to campus.
Research
After reviewing past gifts with the Manager - Campus Recruiting and researching current gifting trends, I decided to explore the option of a custom puzzle. This product aligned with recent trends toward gifts that help people "unplug," encouraging opportunities to slow down, connect with others, and enjoy the moment. The tactile, analytical aspects of the gift would also appeal to the interns and new graduates, as the majority of them were in the engineering field.
Solution
I designed a custom, 500-piece puzzle using HNTB branding and imagery that highlighted prominent projects across the country. The round, 20.5-inch design offered more viewable image space than rectangular puzzles in a comparable price range, while a translucent carrying pouch allowed for easy portability from home back to and around campus. A 3-inch sticker of the finished design applied to the pouch provided a reference point while assembling the puzzle, as well as another touchpoint to apply the HNTB brand. The final product also included a custom holiday card I designed, with messaging wishing the interns and new graduates a happy holiday season and encouraging them to share their finished puzzles on social media.
Outcomes
The complete gift — including the puzzle, holiday card, and carrying pouch — was sent to interns and new graduates across the country. The gift was also sent to members of HNTB's Talent Acquisition and Learning & Development teams as a surprise gift. Delighted interns and new graduates shared images of their completed puzzles along with announcements of their commitment to HNTB on LinkedIn using #BeingHNTB.
545
Gifts Sent
3X
Social Engagement vs. Previous Year
