An Employer Brand for the Home of Anime
A talent brand programme for the global anime streaming service — from mission and vision through to the launch film and the internal rollout kit.
The Challenge
Crunchyroll sits at the centre of global anime fandom, a brand its audience feels genuine ownership of. Its employer brand carried none of that. Attracting and keeping the people who build the platform meant articulating what Crunchyroll stands for as a place to work with the same conviction the consumer brand has — and then making it real in the surfaces employees actually meet: the welcome post, the office screen, the email header, the all-hands deck. All of it had to clear the internal comms standards of a Sony-owned organisation.
The Approach
We worked as the creative and production partner alongside Employera, the employer brand consultancy leading the engagement. The work started upstream — revisiting Crunchyroll’s mission and vision, running creative workshops, and developing moodboards and headline territories to find a voice that was recognisably Crunchyroll without borrowing the consumer brand wholesale. From there we scripted and produced the talent brand launch video, then built the rollout kit around it: values posters and animated values sequences, LinkedIn profile banners, email headers and templates, office TV screen content, welcome post templates, social assets and internal comms materials.
The Results
The talent brand moved from a workshop idea to a launch film and a complete, usable toolkit inside a single programme — every asset built so internal teams could deploy it without coming back to an agency. Delivery ran across roughly ten months from scope to final handover, and the partnership with Employera has continued beyond it.
