The work:
• Creative concept
• Visual identity
• Activation strategy
• Environmental design and signage
• Brochures, collateral, digital assets
The difference:
Senti delivered a cultural change campaign embraced and adopted by people at all levels at HBF. After listening deeply to its employees, it became clear: HBF's people craved authenticity, collaboration, and belonging, all precursors to an environment for brave innovation.
What really sets Senti apart is how collaborative they are. They’ve worked closely with me and the wider People & Culture team, listening deeply, adapting quickly, and always bringing fresh ideas to the table. Whether it was refining our cultural aspiration statement or developing campaign assets, their support has been thoughtful, strategic, and always aligned with our goals.
Amy Stanley, Chief People Officer
Senti identified that these intrinsic motivations could be leveraged to spark the cultural change HBF needed.
This underpinned our campaign: Be you. Be bold. Be HBF—a moniker and concept stemming from what HBF’s people told us they wanted from their workplace, so we could show them how to achieve it. And in doing so, also align to the broader HBF strategic shift to proactive partner in member health.
The visual language made this message not just seen, but felt. Using human-centred imagery—collage of life’s shaping moments—echoed the campaign’s themes of authenticity and courage.
It demanded attention through a national launch with immersive messaging everywhere you looked: murals, signage, underfoot on floor decals, on every computer lock-screen, and even around you in the mirror.
The result? A shift from passive to proactive, where authenticity is embraced, boldness is celebrated, and culture drives strategic success.
