Revitalising Recognition with Storytelling, Symbolism and Gold

To reinvigorate BAE Systems’ Chairman’s Awards post-pandemic, we reimagined the global recognition program to be more inclusive, relevant, and inspiring. New categories, refreshed messaging, and an internal campaign reignited engagement across the business. Culminating in a high-profile celebration, our “touch of gold” concept brought achievements to life through symbolic design, storytelling, and a premium keepsake experience — helping transition the legacy awards into a new, future-facing chapter.