The approach for this video is to use the language and concepts expressed in the brand charter and core story as animated text with motion-graphics visual support to reveal the new brand and logo. The animations cut to an upbeat music track. In this treatment, There is no voice-over narration. The animated text approach makes it much stronger for social media posts, any situation where audio may be difficult (i.e. a noisy trade show or conference) and use as a lead off or capstone in a live briefing.

The video is set in the first-person voice of the new MassHire brand and speaks directly to the audience. It is an invitation and excitation more than a functional explanation. The purpose of the video is to alert the viewer that there is a new brand, pique their interest, and encourage them to look deeper. It is meant to convey the message that this is a fresh, different, unified and productive approach.

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