Avison Young’s people and purpose have been entwined since the beginning. With that concept formalized as part of the 2020 rebranding effort, the Central Region Contest Coalition (CRCC) sought to recapture a fading Chicago office tradition of featuring Avison Young employees and their families within market-level social media content. In its initial iteration, the process was extremely informal and reactive, and as a result the content was sporadic and inconsistent at best. The new goal was to create a proactive program soliciting material from our employees to serve as uplifting and personal—yet not invasive—content to be integrated into existing business-focused social media programs throughout the Central Region. Leveraging the existing Our people, our purpose questionnaire, the CRCC made a few adjustments that would lead the respondee towards a more personalized response while still maintaining a business component. These slight changes allow for the content to still feed the internal Our people, our purpose structure while also providing the CRCC team with enough material to build more curated employee profiles for social media. These profiles feature a “human” element beyond professional life (friends, family, hobbies, philanthropy, etc.) that demonstrates the importance and depth of our people. The CRCC also identified a consistent pattern within the organization of primarily featuring client-facing and/or senior-level employees. With this in mind, the CRCC aimed to specifically target supporting roles—although questionnaires are sent to all local employees—in order to activate the brand and educate employees on the resources at their disposal within the local markets and across all levels of the organization. Ultimately, the CRCC aimed to develop a comprehensive program that activated our brand purpose at a local level while feeding directly into the Our people, our purpose structure, fundamentally bringing the new brand to life. The resulting deliverable should demonstrate to our clients, our competitors, and—perhaps most importantly—each other, that Avison Young truly is Powered by people.