Communications Strategist · Portfolio

All In.

A Spec Campaign for Burns & McDonnell

A company-wide employee ownership culture campaign — developed as a portfolio demonstration for the Communications Strategist role. Strategy brief, executive copy, culture film, and branded design assets. One campaign. One strategist.

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The Campaign

Built for culture.
Designed for scale.

Burns & McDonnell has grown from 6,000 to 13,500+ employee-owners in under a decade. That growth is an achievement — and a culture risk. "All In" is a company-wide internal communications campaign designed to reconnect every employee-owner to the ownership identity that makes the firm different. Not by explaining the structure. By making it feel real.

13,500+
Employee-owners across 75+ global offices
100%
Employee-owned since 1986 via ESOP
2x+
Headcount growth in under a decade
4 wks
Campaign launch window with full rollout
This is a spec campaign created as a portfolio demonstration for the Burns & McDonnell Communications Strategist application. It is not affiliated with, produced for, or endorsed by Burns & McDonnell.
Deliverable 01

All In — Culture Film

A 60-second internal culture video built on B&M brand assets. Script written in employee voice — personal, direct, grounded in ownership identity.

Format

60-Second Internal Culture Film

Motion graphics, voiceover, and AI-generated visuals — produced using Adobe Premiere Pro, After Effects, and ElevenLabs voice synthesis.

Strategy + Copy

The thinking behind the campaign.

Two additional deliverables that prove strategic depth and writing ability — not just production capability.

Spec Portfolio Piece
Internal Communications Campaign Brief
All In.
A Company-Wide Employee Ownership Culture Campaign
Company
Burns & McDonnell
Audience
13,500+ Employee-Owners
Prepared By
Timothy H. Kim
01 Situation
The Employee's Reality
"I joined Burns & McDonnell two years ago. I know I'm an employee-owner — it's in my offer letter. But most days it just feels like a job."
The Strategic Challenge
Burns & McDonnell has grown from 6,000 to 13,500+ employee-owners in under a decade. Culture doesn't scale automatically.
13,500+
Employee-owners
100%
Employee-owned
2x+
Headcount growth
4 wks
Campaign window
02 Campaign Objective
Make ownership feel real, personal, and daily for every Burns & McDonnell employee-owner — regardless of tenure, role, or location.
5 Pages — Click to View Full Brief ↗
Deliverable 02

Campaign Strategy Brief

A five-page strategy document covering situation analysis, campaign objective, audience segmentation, key messages written in employee voice, communication channels, content deliverables, success metrics, and a four-week rollout timeline.

View Full Brief Download PDF
Writing Sample — All In Campaign
Spec Portfolio Piece · Timothy H. Kim
From Leslie M. Duke, Chair and CEO — Burns & McDonnell
To All Employee-Owners
Subject All In — A Message to Every Owner of This Firm
When I think about what makes Burns & McDonnell different, I don't start with our project portfolio or our safety record or our revenue growth — as proud as I am of all three.
I start with the fact that every single person reading this email owns a piece of this firm.
That's not a line from a benefits packet. It's the reason we work the way we work. It's why our clients call us back. It's why people who join this firm tend to stay.
That's why today we're launching All In — a company-wide campaign built around one simple truth: when you own something, you show up differently.
Leslie M. Duke
Chair and CEO, Burns & McDonnell
Strategist Notes — AP Style & Craft Decisions
Opening line Subverts expectation — leads with what she doesn't start with before revealing the real answer.
AP style No Oxford comma. Active voice throughout. Short paragraphs — max 3 sentences.
334 Words · AP Style — Click to View Full Sample ↖
Deliverable 03

CEO Launch Email

A 334-word AP-style all-employee communication from Leslie M. Duke introducing the All In campaign to 13,500+ employee-owners. Written from owner to owner — not organization to employee. Includes strategist annotations explaining every craft and AP style decision.

View Full Writing Sample Download PDF
Campaign Design System

How All In lives
across every touchpoint.

Four branded deliverables designed for print, digital, and environmental distribution across all 75+ Burns & McDonnell offices. Each shown as artwork and in real-world context.

Digital Signage · Office Display
All In — Office Screen
Deployed across all 75+ office locations at campaign launch. Designed to read clearly from 10 feet away on lobby and corridor displays.
Digital Signage Artwork Artwork
Digital Signage In Context In Context
Printed Poster · Office Hallway
All In — Hallway Poster
18×24 inch printed poster mounted in office hallways and common areas across all locations. Full-bleed navy with key message in large white type.
Poster Artwork Artwork
Poster In Context In Context
Intranet Hero Banner · MacCentral
All In — MacCentral Hub Page
Campaign hub hero banner for MacCentral, B&M's internal intranet. Houses the culture film, employee story submissions, and campaign analytics.
Intranet Banner Artwork Artwork
Intranet Banner In Context In Context
Presentation Slide · All-Hands Town Hall
All In — Town Hall Title Slide
Opening slide for the All-Hands presentation deck supporting regional and company-wide town halls across all 75+ offices.
Town Hall Slide Artwork Artwork
Town Hall Slide In Context In Context
About

Timothy H. Kim

Timothy H. Kim is a Kansas City-based communications strategist and creative professional with over a decade of experience building content that moves people and campaigns that sustain culture. His work spans corporate communications, social media strategy, video production, motion graphics, and graphic design — a full-stack creative approach that bridges strategic thinking with hands-on execution across every medium.

Before pivoting to communications, Tim led a department of 140+ people at IHOP-KC — managing internal communications, culture alignment, and organizational leadership across multiple tiers. That experience shapes how he approaches internal communications today: not as a content problem, but as a culture and change management challenge.

He holds a B.A. in Graphic Design from California State University Long Beach and is bilingual in English and Korean.

Location Kansas City, Missouri
Specialization Internal Communications · Campaign Strategy · Video Production · Brand Design
Education B.A. Graphic Design · California State University Long Beach
Languages English · Korean
Production Stack Adobe Premiere Pro · After Effects · Photoshop · Illustrator · Canva · AI content tools
Contact meyang2@gmail.com
Get in Touch

Let's talk.

Interested in discussing the All In campaign or how I can bring this level of strategic and creative execution to your communications team.

meyang2@gmail.com