Michelle Anderson
Brand Design + Art Direction
Culture Playground
Gropyus set out to strengthen its internal culture through a new initiative called The Culture Playground—an interactive, digital experience designed to inspire, engage, and scale with the company. I was asked to lead the project end-to-end, creating a distinct cultural identity and building the experience within an existing internal platform—all under one month.
Approach:
As the Project Lead, I guided adn executed the work from kickoff through delivery and documentation to ensure long-term usability for future owners. I began with research and discovery to clarify goals, constraints, and needs, then developed three distinct design concepts to explore directions for the identity and experience. I refined the visual system, established content hierarchies, and designed a scalable framework that could live seamlessly within the existing platform.
Solution & Outcome:
I delivered a fully realized identity system and interactive digital tool that balanced creativity with practical platform constraints. The Culture Playground was met with strong internal adoption and positive feedback, recognized for its usability, clarity, and overall design quality—successfully supporting culture building while setting a foundation for future growth.
Role: Project Lead — Project Management, Art Direction, Design Execution
Project: Culture Playground