Project Overview
Client: Absorb LMS
Industry: SaaS / Corporate Learning / DEI
Scope: Creative Direction, Copywriting, Social Media Strategy, Campaign Development
Absorb Ally Chats is a recurring virtual event series created to align with key global observances related to diversity, equity, and inclusion. Designed as an educational and awareness-building initiative, the series brings together thought leaders, researchers, and DEI practitioners to share actionable insights, data-driven research, and real-world case studies.
The objective was twofold. First, to position Absorb LMS as a values-driven brand that is not only a technology provider but also a contributor to meaningful cultural conversations. Second, to support client organizations in creating more inclusive workplaces by offering accessible, timely, and credible DEI content they could learn from and apply.
Outcome
Absorb Ally Chats became a flagship content initiative that strengthened the brand's voice in the DEI space while supporting meaningful, ongoing conversations within client organizations. The series not only elevated awareness of key global DEI topics but also positioned Absorb LMS as a partner that cares about inclusion, representation, and community impact.
Creative process
Strategy and Positioning
The development of the Ally Chats series began with aligning the initiative to both business goals and broader cultural moments. Global DEI observances such as International Women’s Day and Pride Month served as anchor dates to structure the programming calendar. The strategy focused on presenting Absorb as a knowledgeable facilitator in the DEI space, without positioning the company as the expert. Instead, the brand's role was to platform expert voices and provide space for important discussions.
A clear tone of voice was established that was both informative and respectful, centering the experience and credibility of invited speakers. Messaging was developed to highlight the practical value of the sessions, ensuring businesses of all sizes could connect with the content regardless of their current level of DEI maturity.
Creative Direction and Visual Identity
Visual assets were developed to reflect a sense of community and professionalism. The creative direction focused on clean layouts, vibrant but inclusive color palettes, and accessible design practices such as high contrast and alt text for social graphics. Event slides, title cards, and social templates were created to maintain consistency across the series while allowing flexibility for topic-specific customization.
Social Media and Promotion Strategy
A campaign calendar was developed to build anticipation and encourage registrations. Each Ally Chat was promoted through a multi-channel approach that included:
Countdown-style teaser graphics
Speaker highlight posts
Post-event quotes and key takeaways
Internal employee advocacy prompts
Hashtags and keywords were carefully selected to ensure the events reached the right audience segments while staying aligned with DEI best practices.
Post-Event Engagement and Repurposing
Following each event, content was repurposed into digestible formats such as highlight reels, carousel posts, and summary articles. This allowed the value of each session to extend well beyond the live broadcast, contributing to long-term thought leadership and engagement.
