Stories of CARE — Stephanie Caruso

Global Internal Brand Launch

CARE’s new brand platform, "CARE, Always There," needed to unify a diverse, global workforce spanning more than 100 countries, around a refreshed identity. The goal: empower 8,000 employees to consistently represent the brand, amplify its mission, and drive deeper external impact.

As GCD, I led the creative strategy and execution for a multi-phase internal engagement campaign. This included brand storytelling, content development, and rollout planning across physical and digital formats, ensuring cultural relevance and usability across regional teams.

Strategy + planning
• Three-phase rollout: Tease, Announce, Familiarize & Apply
• Tailored approach for GLT, HQ, and Country Office audiences
• Internal communications framework aligned to CARE's values and vision

Creative platform: Stories of CARE
• Central narrative celebrating CARE’s legacy and future
• Digital and physical storybooks
• Launch videos and infographics introducing new brand elements

Engagement toolkits
• Rollout Playbook: logo usage, messaging, tone of voice
• Branded field essentials (masks, gloves, signage)
• Digital templates and email signatures
• Manager-led activation content

Impact highlights
• Over 90% toolkit engagement in pilot countries
• Strong early adoption across key departments and field offices
• Positive internal feedback on brand clarity and usability
• Brand storytelling now consistently embedded in external communications

This project turned a brand refresh into a global moment of alignment. By equipping employees to tell a unified story, CARE strengthened both its internal culture and external impact, laying the foundation for increased recognition, partnerships, and donations.

ACD: Jonathan Eckels | Art Director: Al Benbow | Writer: Brad Mettey