LinkedIn wanted to reflect the new definition of professional, and showcasing the breadth of meaningful conversations happening on their platform.

Ask: Change the perception that LinkedIn is a transactional job site upholding old-school “professionalism” that is non-inclusive of modern workers.

Insight: In today’s complex work culture, we all need somewhere to share resources and help each other navigate the evolving workplace.

Strategy: By welcoming all professionals, LinkedIn becomes a place to spend time no matter where members are in their career journey.

Role: Strategist