Hi, I’m William 🤘 — Designer based in Chicago, IL

Learning Leaps Website & Pitch

A storytelling project to pitch a new partnership deal between Leo Burnett and Experience Institute. The website was created to tell the story of what work has been done and what could happen in the future.

ForLeo Burnett RoleDesigner

The Problem

Leo Burnett and Experience Institute developed an experiential corporate learning experience called Leo Leaps. This program was piloted for a year at Leo Burnett's HQ in Chicago.

The partnership reached the end of it's contract and there was an opportunity to continue the partnership. Experience Institute needed to create a proposal for further developing the Leo Leaps program with Leo Burnett, then pitch it.

I worked between Leo Burnett and Experience Institute to create the proposal. I started with the problem statement, how might we use the power of story to create a proposal?

The Process

I began the project thinking about the proposal as story. This way it could highlight the past work that has been done in a compelling way.

The Story Arc Framework

  • Once upon a time...
  • Every day...
  • Until one day...
  • Because of that...
  • Because of that...
  • Because of that...
  • Until Finally...

Then I interviewed both Experience Institute and Leo Burnett's Director of Learning to understand that work that had been done together. As well as find where each partner wanted the program to go in the future.

After I gained clarity on the work that had been done and what the direction of the program looked like. I pulled numbers, quotes from employees, and all the specifics I could to showcase the tangible work created between both partners.

Then I built the website highlighting the past work and pitching the new work that could continue with a renewed partnership between Leo Burnett and Experience Institute.

The Result

I presented the website and helped pitch Leo Burnett's Director of Learning on a new partnership to continue building the Leo Leaps program beyond just the pilot. I helped create the vision for expanding the program and calling it Learning Leaps.

From the website and pitch, I was able to help close at six figure deal for Experience Institute and Leo Burnett to continue designing an experiential learning program for Leo Burnett employees.

View the Live Website Here