TRANSFORM AN INTERNAL NEWSLETTER

Embarking on the redesign of LCBO’s Chain Mail internal newsletter, my objective was clear: transform complex concepts into engaging and enlightening content. Tasked primarily with facilitating the design, I aimed to shift LCBO store staff from passive to active readers. Over a two-year collaboration, I worked closely with the LCBO team, infusing the newsletter with captivating images and infographics, pushing creative boundaries to enhance the overall product. Despite its modest size, the internal newsletter became a passion project, resulting in remarkable outcomes. Post-redesign, LCBO witnessed an increase in staff retention tied to the topics covered, and the newsletter’s contest participation soared from 12 to an impressive 260 contestants, marking a successful reengagement of internal employees.