Richter creates a league of superheoes for Safelite's Modernize initiative
Safelite turned to Richter to help create something truly compelling. Enter The Modernizers!
Richter creates a league of superheoes for Safelite's Modernize initiative
Safelite turned to Richter to help create something truly compelling. Enter The Modernizers!

Overcoming challenges brought on by the pandemic to engage the Safelite leadership strata.

How do you launch a massive new campaign to modernize business processes at your largest leadership gathering of the year, all in the middle of a pandemic? At the best of times it would require perfect execution, but with many of the thousands of Safelite leaders who would typically attend in person now having to watch online, the solution would have to be...heroic.


Internal Communication Media



Safelite came to Richter on the cusp of launching a massive, multi-year initiative to modernize their business.

They required compelling content to ensure buy-in, first from their leaders and then down throughout their entire company. They would soon be holding their National Leaders Meeting (NLM) event as the launching point for “modernize”.

The question was, how to launch Modernize at a largely remote conference and get enthusiastic buy-in?

This challenge was brought to the table in a discovery call between Safelite and Richter CEO, Robert Cornish and VP Sales, Ben Folk. On this call, Robert outlined the idea for a strategy that would change the face of NLM, namely the creation of a league of superheroes known as The Modernizers!

Richter would handle the entire process, from conception of characters, to artwork, animation and everything in between to bring this super team to life. By representing each key business workstream within the Safelite structure with a hero, key orientation and messaging could be organized and conveyed in a way that was both easy to follow and extremely fun.

Spearheaded by Jake Moreno, Richter's Creative Director, The Modernizers were brought to life with backstories and powers in gorgeous comic style illustration.

The Modernizers

An introduction to The Modernizers video was animated and a conference workbook created for use throughout the event. On top of it all, life-sizes cutouts of our heroes were on display on site during the NLM!

As the NLM conference unfolded, interactive games and activites were also held, all under the Modernizers comic theme.

The event was a smashing success, with the Modernize campaign brought to vivid life. Attendees enjoyed themselves and bought into the initiative.

On a more personal note, the Richter team has come to forge a very close working relationship with Safelite, and it has been a genuine pleasure to assist them through such a challenge. We continue to work together on many initiatives and are thrilled to see what the next chapter brings for The Modernizers!

What a blessing to have the Richter team walking side-by-side through this crazy journey with Safelite as we move at the speed of light. Few have the talent to keep up … yet the Richter team sprints to the finish line every time and puts us at the top of the medal podium.

I’m so very touched by this and honored to work with you all.

Jake and the team are outstanding in every way. And I adore working with you, too.

- KL, Safelite

Richter does terrific work. They are a solid partner to me and their strategic approach to projects, as well as their talent and deliverables is second to none. I would highly recommend you reach out to my main contact, Ben Folk.
I encourage you to share with Ben what your budget is as he can help identify the best approach and solution. I really can’t say enough about their talents, work ethic and partnership. Every project I work with them on has been a home run. They have helped us breathe a refreshing new approach to our videos, animations and more.
AVP, Safelite Communications


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