Applied Materials
Creating a CSR Platform and Brand
Applied Materials wanted to spark a culture shift—turning quiet philanthropy into a proud, company-wide movement. Fenton answered with Applied Purpose, a bold new CSR identity that brought their giving story to life. We rebranded, reimagined, and reinvigorated employee engagement—just in time for their flagship Food Drive. The momentum didn’t stop there. From a dynamic video series to the launch of Generation Girl, a grant initiative uplifting young changemakers, we helped Applied go from passive participation to purpose-driven pride.
What We Did
- Strategic Communications
- Research & Insights
- Branding
- Messaging
- Creative
- Employee Engagement
- Campaign Development
- Video Production
- CSR Strategy
- Program Development
- Visual Identity Design
CHALLENGE
Applied Materials — the leader in materials engineering solutions — was ready to invest in fostering a culture of philanthropy across the company. Their existing employee giving program wasn’t attracting new donors and had low visibility within the company. Applied Materials’ Community Affairs team sought Fenton out to help increase awareness of, engagement with and participation in their employee giving program and help to establish a broader culture of philanthropy.
APPROACH
Fenton’s first step was an intensive research process that included speaking with stakeholders, researching workplace giving best practices and an audit of Applied Materials’ existing materials and practices. Based on our findings, we recommended the creation of a broader CSR brand, “Applied Purpose,” that would demonstrate the company’s commitment to giving in the communities in which they work. Under the umbrella of Applied Purpose, Fenton developed multiple campaign concepts, messaging and a visual brand that would entrench Applied Purpose in the consciousness of employees and external audiences.
IMPACT
The rebrand was a hit and was implemented ahead of Applied’s biggest annual philanthropy event, the year-end Food Drive. Following this successful launch, Applied came back to Fenton to collaborate on two new scopes of work: the production of a series of videos that highlighted different aspects of the company’s philanthropic and CSR efforts to increase awareness and engagement among employees, and a brand and rollout strategy for a new grant-making initiative focused on the empowerment of young girls. The final result was “Generation Girl,” which launched in early 2019 and has resulted in grants for organizations such as Girl Scouts, Girls on the Run, Girls for a Change and more.
