How Garmann Miller Turned Onboarding into a Brand Experience

by Liisa Andreassen 

Starting a new job in the AEC industry often means navigating a whirlwind of introductions, policies and protocols. But what if your first touchpoint with a new employer wasn’t a stack of paperwork? What if instead it was a vibrant green shoebox arriving at your doorstep, filled with carefully curated items that whispered, “You’re already part of something special”? 

That’s exactly what Garmann Miller has accomplished with their “Good Things Come in Green Boxes” campaign, an internal marketing initiative that’s redefining how AEC firms approach employee experience from day one. So, let’s learn some more about the green shoebox that’s changing the employee experience.  

From Trade Show Success to Employee Welcome 

The genesis of this program illustrates how external marketing success can inspire powerful internal initiatives. A few years ago, Garmann Miller, a full-service design firm delivering architecture, engineering, planning and interiors for education, civic and community projects, introduced custom Garmann Miller (GM) socks at trade shows, which became unexpectedly popular. Building on that momentum, the firm took a bold step by gifting green Nike shoes to their entire team, creating an instantly recognizable brand statement that turned heads everywhere from conference floors to hotel lobbies. 

These green Nikes became more than just footwear — they evolved into a symbol of unity, morale and the distinctive client experience Garmann Miller delivers. When the entire team began wearing them, leadership recognized an opportunity: Why not extend this sense of belonging to new hires before they even walk through the door? 

The catalyst came from an unexpected source. A year ago, a future team member sent cookies to express his excitement about joining the firm. That thoughtful gesture sparked a crucial question: Why wait until day one to make someone feel welcome? 

Within a month of conceiving the idea, Garmann Miller had transformed this insight into a tangible onboarding experience. 

What’s Inside the Green Box? 

Modeled after Nike’s iconic shoe packaging, each custom green shoebox serves as a carefully orchestrated brand touchpoint. New hires receive GM-branded swag, a handwritten welcome note, and a curated brochure called “The Goods” that highlights the firm’s people-first perks and culture. 

Every item carries intentional meaning. A water bottle and GM-branded stickers subtly introduce the firm’s internal incentive program. A Game Changers t-shirt invites new employees into Garmann Miller’s philanthropic initiatives. The custom items aren’t random — they’re designed to reinforce belonging and provide tangible clues about the culture waiting to greet them. 

As interior designer Abby Manis shared after receiving her box: “As I opened the box of goodies, each item I pulled out made me more excited — the GM t-shirt, water bottle, fun stickers and the handwritten welcome note — it all made me feel so valued and truly part of the GM team from day one.” 

The Strategy Behind the Swag 

Kristi Herr, CXMP and CX/EX Director at Garmann Miller, explains that this campaign grew from a fundamental understanding: a successful client experience program cannot exist without a strong focus on employee experience. While the firm had long maintained programs to gather feedback and recognize team members, they identified an opportunity to start the employee journey even earlier. 

Starting a job can be overwhelming, and new hires often wonder whether the culture they were promised during interviews matches reality. Garmann Miller addressed this uncertainty by igniting culture before the first day. The green box serves as proof that the energy and creativity experienced at Garmann Miller events translates directly into the employee experience. 

The initiative also required structural support. To turn a thoughtful idea into a repeatable touchpoint, Garmann Miller added a dedicated CX/EX director role and expanded their communications and marketing team. This added capacity ensures that every new hire receives the same warm welcome, regardless of when they join or which department they’re entering. 

Measuring Success Through Emotion 

Unlike traditional marketing campaigns that prioritize return on investment, Garmann Miller’s green box program focuses on return on emotion (ROE). Drawing inspiration from Maya Angelou’s famous observation that “people will forget what you said, people will forget what you did, but people will never forget how you made them feel,” the firm measures success qualitatively. 

The results speak for themselves. Garmann Miller has maintained its recognition as a Zweig Group Best Firms to Work For, and direct feedback from new team members consistently confirms the program’s impact. 

Accountant Taylor Renner captured the sentiment perfectly: “I felt the welcome box was such a unique and creative way to welcome a new member to the team. It made me feel included and appreciated, like I was already part of the team. I was even more excited for my first day and more confident in my decision to work at GM.” 

Technology Designer Nathan Lindholm echoed this reaction: “When I was hired and received the welcome box from Garmann Miller, I thought, ‘wow!’ I’m excited to work here; I can tell Garmann Miller really cares for its employees.” 

Practical Considerations for AEC Firms 

For firms considering a similar program, Garmann Miller offers valuable insights. Each box costs approximately $68 to produce and ship, staying comfortably under their $75-per-box budget. Rather than allocating a fixed annual budget — since hiring patterns can be unpredictable — they plan for a set per-box cost, allowing them to stay within budget while delivering a consistent experience. 

Perhaps most importantly, the firm emphasizes the need for leadership buy-in. Open communication with the leadership team is essential to the success of this type of initiative and to broader employee engagement strategies. 

The Bigger Picture 

Garmann Miller’s green box campaign demonstrates a crucial principle for AEC firms: internal marketing deserves the same level of investment and creativity as external marketing efforts. When team members become true brand advocates, they proudly represent the firm in every client interaction and industry event. 

In an industry where talent attraction and retention remain critical challenges, Garmann Miller has discovered that culture isn’t just talked about — it’s delivered in a green box, one new hire at a time. The shoes that made their team stand out at trade shows now help new employees step confidently into a culture that values them from the very beginning. 

source https://zweiglist.com/how-garmann-miller-turned-onboarding-into-a-brand-experience/