How Farrynheight advocates for mental wellbeing in the workplace
Announce the color. It’s been the MO of branding and marketing agency Farrynheight for over two years now. Simply put: it’s a way to start the week with a provocative saying, like “Slow down to speed up” and “Let the fear in,” that doubles as a mantra and a way to set intentions.
For Farrynheight – a 30-person team, founded and led by women, whose mission is to elevate values-driven brands – its “tone-setting” meetings are a place where team members come together for an hour and collectively share what’s on their minds and on their radar. It’s a key part of Farrynheight’s culture, pioneered by award-winning marketer and brand advisor Farryn Weiner.
For Weiner, whose role as global director of digital and social communications for Michael Kors Worldwide earned her a spot on Forbes’ 2014 “30 Under 30” in the Marketing and Advertising category, set the tone is about “proactively manifesting or setting goals, without fear of being alone, but rather together”.
To this day, “setting the tone” is making waves – or generating reverberations – in the most impactful way possible: the tones serve as the main content in a coffee table book published by the Farrynheight team, of which 100% of the Proceeds are donated to the millennial-focused mental health nonprofit, Project Healthy Minds.
The book, Set the Tone: A Book of Modern Mantras, is a physical compilation of 52 of Farrynheight’s “greatest hits” tones or mantras. The tones are interpreted by a wide range of artists from different art forms, and the book aims to continue the conversation around the importance of mental health awareness and creative struggle to avoid burnout. . announce color falls today, its release date on purpose: it was timed in honor of Mental Health Awareness Month.
Among the 52 artists presented? Hannah Polskin, Gab Bois, Bella McGoldrick, Helga Stenzel, Joe Horner, Rob Woodcox, Anna Bukliewer, Ken Kelleher, Cameron Burns, Gaia Barnatan, Maria Luneva and Austyn Weiner.
The Healthy Minds Project is committed to changing the narrative around mental health and eliminating the stigma that accompanies open discussion of these issues. “Their approach resonates with the team at Farrynheight, as we aim to give our team the space to navigate their own mental wellness journey with the support of our community,” Weiner shares.
It is a fine example of art imitating life, as the book celebrates a key part of Farrynheight culture.
The first “Set the Tone” meeting took place on April 5, 2020 – at the very beginning of the pandemic. His goal ? Establish a sense of presence and support in difficult times and create a safe space to honestly discuss the human and entrepreneurial experience. It was also a way to open up topics to the Farrynheight social community to foster conversation – setting the tone for each week, with opportunities for reflection and growth both as a team and as individuals.
“Setting the tone really comes from this idea of choice,” says Weiner. “At any time, you have the choice to show up in the world, react to things, and then act on them. You also have a choice of how you are going to approach each week, each month and each day. So setting the tone is really an opportunity for us to establish that moment of choice and say, “How are we going to approach what’s right in front of us, to really lean into that moment?”
Consider setting the tone for measuring temperature. A kind of mood check, where team members share as frankly and openly whether they are currently a “9 out of 10” or higher as a “2 out of 10”.
With sayings like “Control the Ball” and “Curiosity Kills Criticism,” setting the tone is one way to engage in a new way of thinking, for the week.
“Setting the tone is our way of prioritizing mental well-being as a fundamental tenet of our philosophy. We dedicate an hour each week to these important conversations, creating space for reflection, connection and growth. It has never been more important that as employers, as leaders and as people, we support each other. These dialogues help us find understanding and support in times that can feel deeply personal and isolating. This book features 52 of our most memorable and inspiring tones, along with interpretations from 52 change-making artists. Each unique piece of art brings life and dimension to our intentions, sparking important conversations, challenging our ways of thinking, and setting a positive tone for our work and our lives.
His goal ? Show how supporting mental wellbeing – in the workplace and beyond – can start with small actions. And that creating space for critical and honest conversations can really have an impact. To take the mantras and missions even further, there’s also an out-of-home campaign where tones will be pasted all over LA, Miami and New York, along with merchandise like keychains, crew necks and hats. bucket (with the “Get Out Of Your Head” tone).
“I think even for me as a leader, it was critical to recognize that vulnerability can play such a huge role in building a strong team and in building a strong culture. By sharing what I was struggling with — or how I was thriving — with my team, I was able to unlock this understanding that we truly are together. And I think that’s how teams are really born and teams are really built.
Weiner’s wealth of experience as a storyteller, brand builder, team leader and founder comes from more than 15 years of global marketing for powerhouse brands such as Sweetgreen and Michael Kors.
The agency launched the Farrynheight Podcast as an audio destination “at the intersection of life and work”. It’s a place where Weiner, his team and his guests are invited to discuss how to interchangeably build a brand, a team and a life. It celebrates “the blurred lines between founders and followers, brand architects and the living, problem solvers and go-getters.”
The podcast tackles topics such as burnout and chronic “workaholic-ism,” influence, redefining success, authentic vulnerability, and more.
“Part of the Farrynheight ethos is that we want to create value and opportunity for everyone, and that was part of the inspiration behind launching our podcast,” Weiner continues. “That was also part of the reason for launching our hotline during COVID. It was a brand crisis hotline, where we were literally on the phone all night and all day with struggling brands and businesses. One area of value we thought we could add was giving our perspective as marketers and brand leaders. »
As for how to deal with the struggle with burnout that creatives, and so many, face?
Weiner offers this advice:
“Find an ecosystem that works for you to prioritize your mental health and well-being. Raise your hand for what you both can give and for what you need – and I think that Is announce color book is really for. It is intended to provoke reflection, dialogue, conversation. It is meant to connect us in ways that make us feel that we are not alone. So for anyone who is scrambling and trying to build a career and build a life, this is a book for them. And hopefully that inspires them to take that break, set the tone, make a choice, and put themselves first.