Revitalising Recognition with Storytelling, Symbolism and Gold

The Chairman’s Awards are BAE Systems’ global recognition programme, celebrating exceptional contributions from employees, partners, and customers. For the 2022 edition — the first after the pandemic — the ambition was to spotlight a broader spectrum of talent across the business, reflecting how innovation is a shared, collective effort.

We reimagined the awards from the ground up: refreshing the messaging to emphasise shared success and internal pride, and launching a full engagement campaign to reignite interest company-wide. Visually, the concept embraced a “touch of gold” — a symbolic thread of prestige and celebration inspired by the venue itself: the iconic Painted Hall at the Old Royal Naval College. Its Baroque ceilings and golden tones became the perfect backdrop for a reenergised celebration.

Through storytelling, crafted visuals, and a premium keepsake experience, we helped evolve a legacy programme into something more relevant, inspiring, and deeply reflective of BAE Systems’ culture of excellence.