Anthony Shumate – Senior Creative Director (Master of the Universe)
Anthony is the visionary power and innovation catalyst that drives the success of the Experience Lab. He is a dynamic and forward-thinking leader with expertise in omni-channel communication, creative production, and the Empyrean technology and platform. Through major campaigns like the +YOU initiative, Anthony seamlessly blends creativity with strategic acumen to enhance our client experiences and elevate Empyrean’s solutions through development and integration.
As the conceptual powerhouse behind Empyrean’s new corporate headquarters design, he ensures that everything from office environment to marketing projects reflects the company’s brand DNA, fostering productivity and collaboration, such as designing key spaces like the Employee Experience Center and leading the successful execution of Open Enrollment communications for top-tier clients. His dedication to operational oversight and process optimization ensures the Experience Lab operates efficiently, balancing strategic innovation with seamless execution.
Through Anthony’s leadership, the Experience Lab has become a hub of creativity and excellence, delivering tailored solutions that empower clients and align with our mission to transform the employee benefits experience.
A high-level summary of Anthony’s responsibilities include: Strategic leadership and management of the Experience Lab team, creative direction for all internal and external projects, development of omni-channel communication strategies and capabilities, corporate headquarters design and branding, project management and production oversight of complex project assets (including Benefits Guides, Postcards, Posters, Digital Signage, and Microsites), creative and technical development of customized content assets, conceptualize and produce animation-based videos, lead the administrative and operational aspects of the Lab (including workload management, budget, procurement, vendor management, etc.), the design architect and production leader for Evolve and Ignite, oversee the development and integration of communications platform with Empyrean’s technology, and process optimization by implementing tools and frameworks to manage stakeholder feedback effectively and enhance client experiences with the Lab. And everything else that he is asked to do by multiple teams within the Empyrean ecosystem.
Misty Guinn – Senior Communications Strategist
Misty serves as the creative force behind the Experience Lab’s strategies, content development, and engagement initiatives with our clients and internal Empyrean teams. She is responsible for fostering the strategic partnership directly with our clients and being their main point of contact in the Lab. As the senior communications strategist, she plays a pivotal role in designing, implementing, and managing innovative benefits communications strategies and leading discovery sessions with clients to identify opportunities to optimize communication channels and assets, such as Benefits Guides, Flyers, Postcards, Email Campaigns, Presentations, Videos, Digital Platforms, and more.
By combining her expertise and experience in creative communications, employee engagement, and benefits administration, she helps clients build informed and engaged workforces while driving satisfaction, utilization, and success. Through Misty’s leadership and account management with clients, the Experience Lab continues to evolve our solutions, services, and client partnerships.
A high-level summary of Misty’s responsibilities include: Client discovery and strategy development, customized content creation, channel management and optimization, change management initiatives, employee education and engagement, client account management (including the creation of proposals, statements of work, project plans, hosting weekly client meetings, communicating with all internal teams to provide client project updates, handling fulfillment tasks for client mailing projects, etc), employee feedback analysis, success metrics/analytics and insights, vendor collaboration, staying current with industry trends, collaboration with external and internal key stakeholders and teams, creating trainings and content for internal teams, presenting at events like Evolve and Ignite, and contributing to Empyrean’s growth through thought leadership, product innovation, and industry engagement.
Michael Castro – Art Director
Mike is an exceptionally creative and visionary art director who leads the development of our visual communications across digital and print media. As a key member of the team, he provides both strategic creative direction and hands-on design expertise for marketing campaigns, Experience Lab Client projects (including Benefit Guides, AE Newsletters, Postcards, and Customized Client Themes/Logos) and corporate initiatives. Mike excels in crafting compelling presentations, sophisticated print layouts, and engaging motion graphics that captivate audiences. A dedicated steward of the brand, he ensures that all visual and creative deliverables consistently uphold brand standards and elevate our market position.
Blue Secatero – Senior Multimedia Producer
Blue is a highly skilled and innovative multimedia producer who expertly manages the full production lifecycle of video projects for both Experience Lab Clients (including OE videos, New Hire videos, and other benefits educational video series) and Empyrean corporate/marketing initiatives, including web broadcasts, podcasts, and live events. He leads the world-class stage production for our annual events Evolve and Ignite, ensuring seamless execution, while also overseeing all event photography and videography. With exceptional expertise in video editing, motion graphics, and design, Blue consistently delivers innovative and high-quality multimedia experiences. His delivery of high-caliber client videos continues to cultivate more opportunities and growth in our Experience Lab partnerships.
Mark Johnson – Graphic Designer
Mark is an extremely talented and top-performing multimedia graphic designer who drives the creation of engaging visual content in both digital and print media. He combines his technical expertise and creative design to produce high-quality assets for Experience Lab Clients including Customized Logo/App Icon design, Benefit Guides, Flyers, Posters, Postcards, Digital Signage/Web Assets, and PPT Graphics; and for our Empyrean Sales and Marketing Teams including Flyers, Brochures, White Papers, Sales Decks, Proposals, Demo Assets and Web Designs and Assets. Mark excels in managing client feedback and partnering with our team to deliver exceptional assets that cultivates true value in the Experience Lab.
Cari Overturf – Digital Designer
Cari is a brilliant, results-driven digital designer who leads the creation, design, and management of all web content. Her expertise spans a wide range of projects, including Experience Lab Client Microsites and Transition Sites, where she oversees everything from the initial build and design to managing annual updates and training clients for self-service. Cari also manages the creative design and requests for the Empyrean Corporate website and creates landing pages for marketing and sales assets, including promotional videos, blog posts, white papers, and eBooks. Cari is an exceptional collaborative partner with our clients and Go-to-Market team, and she delivers best-in-class web content supporting the success of the Experience Lab.
APPENDIX: Key Differences between Core Comms and Custom Comms with the Experience Lab
Empyrean’s Core Communications represent a blend of technology and communication capabilities available to clients via a self-service model. Our Custom Communications delivered by The Experience Lab are tailored to meet the specific goals of each client through a collaborative partnership that creates strategies that enhance employee engagement and produce measurable outcomes.
Below are key differences between our Core Comms and Custom Comms with The Experience Lab:
| Core Communications | Custom Communications with The Experience Lab |
|---|---|
| A core set of communication capabilities available to clients via self-service. With Core Comms, clients are responsible for content creation and design tasks. | An in-house benefits communication agency known as The Experience Lab, crafts and executes a year-long strategy to amplify a client’s benefits program and engage their people. Our team of experts are responsible for strategic development, creative design, content creation, and the actual production of communication assets and engagement analytics. |
| Configurable emails, texts, and push notifications. | Personalized content created and delivered through a multi-channel strategy and recommended timeline with data analytics and insights to measure effectiveness. |
| Standardized templates for clients to pick and choose which topics they want to send – topics can include annual open enrollment, mental health, nutrition, etc. | Customized campaigns that are tailored to achieve our client’s organizational objectives and maximize impact with their specific employee needs and wellbeing. |
| Enrollment Platform Theming. Clients can choose from pre-set themes during their implementation. | Expert guidance and consultation in developing our client’s benefit brand and application of our best practices in employee engagement within the platform. |
| Educational Video Library. Clients can choose from a variety of off-the-shelf videos to embed in their platform to help educate employees about their benefit options. | Custom-built creative assets (videos, brochures, infographics, etc.) and production services ensuring quality and intent. Our assets are not just for enlightenment – they are for engagement, ensuring the message not only reaches the audience but resonates with them. |
