Chick-fil-A

Internal Communications Strategy

Building a scalable engine for high-volume storytelling.

Client

Chick-fil-A

Location

USA

Year

2022

Services

Creative Direction, Internal Communications, Process Infrastructure, Brand Strategy, Concept Pitch

Chick-fil-A sought a strategic partner capable of matching the pace of its expanding business—delivering high-volume communications with efficiency while elevating internal storytelling across every channel. We were selected as one of the final agencies in consideration for this large-scale management and strategy pitch.

Our concept, “All Aboard,” used a dynamic train metaphor to illustrate how messaging could flow with rhythm, structure, and purpose. Presented through a fully animated presentation, the system positioned our team as an embedded engine room—powering everything from executive communications and newsletters to cultural storytelling and major campaign rollouts.

To bridge the gap between high-level values and daily execution, we proposed:

A modular editorial system optimized for speed, scale, and quality.
Flexible story formats designed to work across diverse internal use cases.
Sustainable infrastructure for streamlined delivery and feedback loops.
Thought leadership tools to amplify internal voices and brand authority.
Values-driven storytelling grounded in Chick-fil-A’s core mission.

The result was a clear, scalable framework for internal communications—designed to be not just operational, but inspirational.

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On the Right Track

We used a train metaphor throughout the deck to symbolize how internal comms can move with rhythm and direction—aligning quick wins, long-term strategy, and cross-team momentum on a shared track.

The Paper Cup Test, Simplified

To bring clarity to a dense internal email, we created a playful GIF showing Chick-fil-A’s shift from single- to double-wall cups. We extended the content into a video, infographic, and text message—turning complex info into simple, channel-ready assets that can be templated for future internal comms.

Person in a purple turtleneck reaching upward against a clear blue sky with text labels for hormone therapy, gender-affirming care, and preventive health.

Animation of a woman in a purple dress standing on a rock, facing a large red circle with a blue background and a purple wavy shape at the bottom.

Animation of handy Medicare resources for you and your loved ones.

Animated infographic showing the definition of "What is a formulary." A bottle of medication labeled with the definition animates up on screen.

Collage including a smiling man with a headset, an older woman with glasses in a pharmacy, various healthcare icons, and spilled colorful pills with text about copay and drug coverage.

Animation of a hand holding a toilet paper. Text shows, "Do you go #2 at the office?"

Smiling elderly woman kissing a child on the cheek while another woman hugs them both at a kitchen table.

Animation of "Help at every step". A line going up and down animating showing all the steps with icons.

Smiling woman carrying a happy young girl on her back, with text about Aetna addressing holistic health and unique member needs including autism.

Animated illustration showing a phone with a cursor tapping on it. "Help at your fingertips" text animates in.

Animated illustration showing how to support an employee with mental health needs through active listening, encouraging seeking help, and sharing resources.

White cream shaped into a heart with purple text above reading 'Are you feeling flakey?'

Split-screen GIF comparing Do and Don’t for the summer. Do hit your hydration goals and Don't forget your sunscreen. We see a hand holding a bottle on the left and hand holding a sunscreen on the right.

A spoonful of creamy peanut butter with the words 'Nut my problem' partially visible behind it.

Crossword puzzle with words 'GET', 'MEDICARE', and 'READY' filled in purple letters on a white background and a navy patterned border.

Animation of "What is an out of pocket max?" with a calendar pages ripping. We see the definition on the last page of the calendar.

Two hands holding purple puzzle pieces labeled 'Aetna' and 'ACES' under the text 'We support every employee.'

Hand holding a detailed image of the moon with purple circular and linear graphic elements and text stating 'In NASA's mission, tech meets human ingenuity.'

Two astronauts floating in space with a purple geometric shape background and text about NASA's Artemis program planning to send the first woman and next man to the moon by 2024.

Space shuttle launching with plumes of smoke and purple graphic background beside text about NASA returning employees to space centers during the pandemic.

Illustration of a ladder leading up to a square opening in the sky showing the moon and stars, with text about NASA limiting the spread of disease and aiming for the moon and beyond.

Animation showing three purple airplane seats folding and unfolding in sequence.

Animated purple bubbles disappearing on a white background.

Animation showing the year 2022 going up to 2030.

Animated graphic showing an airplane being filled in with purple until it reaches 75% of its body.

Rebus puzzle with blue icons and text on white background: bacon minus 'BA' plus teapot, the word NEW, plus grill minus 'DR', and a cloud icon above.

Text on purple background stating 'The future of cloud for business will be...' with the letters YRDBHI displayed in a white box below.

56% of organizations aren’t investing in Cloud security with a LinkedIn poll showing 56% responded ‘Not at all’ to investing in Cloud security.

Text reading 'Cloud security is essential to take full advantage of business potential' next to a large purple fingerprint on a blue and purple gradient background.

Purple background with scattered glowing letters spelling and floating white musical notes.

Purple background with scattered white letters and musical notes, bordered by letters spelling AVISH on top and V R C E I on bottom.

Glitch-style text reading 'AI ACHIEVERS' on a vibrant purple background with floating scattered letters.

Text on purple background reading 'AI ACHIEVERS' with a description about companies having differentiated AI strategies and ability to operationalize for value.

Quiz card asking 'What is this sustainable technology?' with options: A green cloud, B chlorophyll filter, C algae-based fuel on a background of green radial pattern resembling plant cells or fibers.

Green lines radiating outward from a dark central core, resembling abstract fiber optic or cloud data visualization.

Human hand pointing down above the word TRUE and a white robotic hand pointing up below the word FALSE with OR in green text between them on a purple background.

Quiz card with text 'Artificial intelligence (AI) helps companies reduce carbon emissions.' and true/false buttons above a woman holding a smartphone wearing augmented reality glasses.

The Paper Cup Test, Simplified

To bring clarity to a dense internal email, we created a playful GIF showing Chick-fil-A’s shift from single- to double-wall cups. We extended the content into a video, infographic, and text message—turning complex info into simple, channel-ready assets that can be templated for future internal comms.

On the Right Track

We used a train metaphor throughout the deck to symbolize how internal comms can move with rhythm and direction—aligning quick wins, long-term strategy, and cross-team momentum on a shared track.

Preparedness in Action

We showcased our approach to crisis communication with a real-time romaine lettuce recall scenario—demonstrating how our team could align, draft, and deploy updates across channels in under an hour.