Angi Krueger

How we’re aligning culture with brand values

By Angi Krueger on June 26, 2014

Our culture is very important to us. As it should be to any business.

We encourage our employees to understand and connect with our brand values – being connected, empowered, creative, smart and (most importantly) being selfless. Our guiding principle – “WE”– not only relates to our meaningful relationships with clients, but also with each other. Those kinds of “WE” relationships are built on teamwork. Part of that is giving our employees the opportunity to bring those values to life themselves, through programs and experiences they develop.

[pullquote align=”right”] We challenged ourselves to develop something beyond an announcement. [/pullquote] When our agency received national recognition with a “Well Workplace” designation from the Wellness Council of America (in conjunction with Well City Milwaukee), we challenged ourselves to develop something beyond an announcement. We wanted to encourage even greater fitness activity, while tapping into those values inherent in our team, to develop an experience for the summer.

In that spirit, we are officially launching our #CoreUP initiative. 


Our agency has committed to walking the circumference of the Earth by September 30.

That’s right, our employees at Core will walk around the world in 120 days. How will we know? We’re tracking our steps with a fitness device called the Jawbone UP, which Lori Nickel from the Milwaukee Journal Sentinel interviewed me about last fall.

More than 80 percent of our employees volunteered to be part of this exciting program. Each participant was given an UP wristband (with half the cost subsidized by Core) to give his or her summer activity a trackable kick in the rear end.

The daily average for adults is about 5-6,000 steps, while the recommendation is 10,000 steps (or about five miles per day). When we looked at our data after the first two weeks, we saw an average of 8,000 steps per day. If we target pushing past that 10,000-step recommendation, challenging ourselves to increase our daily activity to 10,921 steps per participant, per day (to be exact), we can collectively walk around the Earth in 120 days – 24,901 miles.

That’s a fun goal. It’s a goal we can hit. It’s a goal we can visualize.CoreUP_team

Besides the fun activity of walking around the world this summer, we’re participating in the Milwaukee Recycles program that collects no-longer-used shoes for a donation program that distributes them to people in need and provides recycling options, diverting materials from landfills.

If you want to donate to this great program yourself, find one of the many donation stations around the city … including right here at Core Creative.

Hopefully we’ll stay a few steps ahead of Phileas Fogg on our way around the world. And maybe a few belts will be tightened along the way.

Angi Krueger is Core’s vice president of marketing and business development. After many years working as an art director, she is instrumental in developing the strategic direction for both our clients and ourselves. Follow Angi on Twitter @angikrueger.