LRXD Goes “Hands-On” for Westerra Credit Union with “The Why and the Way”

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The Health and Happiness Agency created and published a physical culture book

Rocket Spread

Our work shows how creating good in the world can start by creating good within a company -- Andy Dutlinger, LRXD Creative Director

Westerra Credit Union hired LRXD, the health and happiness agency, to develop a creative way to introduce their 300+ employees to its new mission, vision and values. Rather than developing another whiz-bang Powerpoint or PDF, LRXD’s creative and strategy teams went “old-school”, creating and publishing a physical book, titled “The Why and the Way: A Guide to Working at Westerra”. This is not just your basic book, but rather, LRXD created an interactive, hands-on “Pop-Up” book.

It's clear from the first page of “The Why and the Way” that this isn't your typical employee handbook — all corporate expectations are out the window. The content itself was written and designed to exist on and off the page, providing members with real-life ways to bring the new company culture to life, like including a pop-out mirror as a reminder to "Be You." Fold-outs, connect-the-dots and other interactive devices were employed to get the Westerra team eager to absorb this new company ethos. To get there, LRXD wanted to create a fun metaphor or interactive element for each of the Westerra “Ways to Be," such as an eye die cut for "our vision" and a rocket for their "mission. "

"A big part of having our people fully embrace our purpose and values is presenting them in a way that resonates with them,” states Westerra CMO, Wade Paschall. “We’ve all been living in the virtual world of Zoom calls and digital downloads for so long and when LRXD came to us with the pop-up book idea, we knew we were on to something. ‘The Why and The Way’ is a tangible touchstone for our employees to connect with our beliefs and understand who we are as a company.”

Westerra’s goal of sharing a guide for their culture that employees would not only accept, but embrace, is in line with many of LRXD’s corporate goals as well. “It's true to our health and happiness philosophy,” states LRXD’s Creative Director, Andy Dutlinger. “Our work shows how creating good in the world can start by creating good within a company -- which extends into their brand, their products, and into people's lives.”

LRXD collaborated with Westerra to make sure that they were aligned with all elements of the brand vision. They interviewed employees to learn about their approach in order to write examples that were true to the brand. Each "Way to Be" section has a few field scenarios of how to apply the new values on the job.

Ashley Rutstein, LRXD’s Associate Creative Director shares that “we had lots of different sources of inspiration. We looked at a lot of zines, which have really cool ways of breaking the format of a traditional book. We also brought in some fun optical illusions and cut outs that were inspired by children's books — we wanted to make it playful. Let’s put it this way: we had lots of fun working on this project.”

LRXD worked with local Colorado printer D&K Printing to produce “The Why and the Way”. Production includes seven “special effects” pages including elastic band, pull-outs, pull-ups, detachable mirror, transparent page and a pocket-full page. The book is 57 pages long. The dimensions are 8 x 8

About LRXD
LRXD is the Original Health & Happiness Agency. For over 50 years, they have worked with the leading and emerging global brands in the health, mental wellness, organic & plant-based food & beverage, restaurant, sustainability and social impact spaces.

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David Thalberg
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