Overview
The University of Virginia’s Human Resources Department—supporting a diverse workforce of 30,000 professionals across academic institutions, research centers, and its medical center—partnered with us during a period of strategic transformation. Following shifts in operating model, leadership, and a new HRIS implementation, UVA HR sought to redefine its identity, clarify expectations, and cultivate a cohesive organizational culture.

The Challenge
Amid significant structural change, UVA HR needed a unifying vision and identity grounded in purpose, values, and leadership clarity. The objective was to bolster internal alignment, foster engagement, and position the team to deliver high-impact support to the broader UVA community.

Our Approach
We guided UVA HR through a comprehensive identity and culture-building process, delivering:

• Purpose, Vision, Values & Leadership Principles: Co-created foundations that grounded the culture and connected daily behaviors to strategic direction.

• Culture Operations Strategy & Playbook: A practical guide for embedding new cultural norms, supporting sustainable change across the 250-member team.

• Integrated Design & Illustration: Applied across communication touchpoints to reinforce and visually embody the refreshed culture.

Impact

• Achieved a 21% increase in employee Net Promoter Score (eNPS)—a strong indicator of improved engagement and alignment.

• Transformed UVA HR into a unified, high-performing team closely aligned with the broader UVA mission.