Rio Tinto Kennecott
When the scale is enormous and the processes complex, progress can get lost in translation.
Rio Tinto Kennecott
Sustainability storytelling system
When the scale is enormous and the processes complex, progress can get lost in translation. My job was to turn decades of operational change into plain-language proof the Salt Lake community could trust.
- My role
- Creative director: storytelling system, messaging, scripts, and all copy
- Team
- 2 designers, 1 writer, 1 video editor, 1 on-site video crew
- Channels
- Paid and organic social · infographics · on-site video · employee communications · events
Real progress hidden in complexity.
Kennecott has spent decades changing how it operates, but the work is massive, technical, and mostly out of public view. For the Salt Lake community next door, that progress was easy to miss and hard to trust.
Plain-language proof.
Instead of one big message, I built a modular storytelling system: short, visual stories tailored to each audience that turn complex remediation work into something people can quickly understand, and share.
Infographics
Simple illustrations that made the progress, and the practices behind it, easy for everyone to understand.
Social stories
Paid and organic posts built from the same plain-language proof points.
On-site video
Films that showed the progress in action and the ingenuity and engineering behind it.
Employee comms
Screens and newsletters that instilled pride in the workforce for their contributions.
Simple illustrations made the progress and the practices approachable.
Illustrated infographics
Social stories: one proof point per post, tailored to each audience.
On-site video showed the progress in action and shared the ingenuity and engineering behind it.
Employee communications instilled pride in the workforce for their contributions.
Progress the community could see, and share.
Modular stories tailored to each audience turned complex remediation work into proof people could quickly understand. Kennecott saw increased positive engagement across its social channels, and a clearer way to show it's a better neighbor.