Rebranding Vanguard’s Crew Resource Groups

While I was leading RED’s copywriting team, our agency had the wonderful opportunity to rebrand Vanguard’s Crew Resource Groups (CRGs). These employee networks based on shared experiences and interests had been around for 10 years, though membership had begun to wane.

As the lead copywriter and content strategist, I understood that the CRGs should foster a sense of belonging and togetherness, provide support and networking opportunities, promote diversity and inclusion at Vanguard, and encourage professional development. I fused this understanding with my love of poetry — particularly Walt Whitman, who wrote about “containing multitudes” — to craft the CRG style guide.

This work resulted in a significant uptick in CRG membership and contributed to a more diverse pool of applicants and new hires at Vanguard.