Before we visualized the look and feel of the new benefits communications, we helped the company define its new internal brand. Through a series of brand personality exercises, we discovered certain characteristics that set the new company apart from the previous owner.
Starting with words, we created a new positioning platform for internal HR communications. With the positioning line of “Make it yours” the company conveyed that it values individuals and offers each one choices and flexibility to create a personalized package of benefits. The line also was empowering, as it expresses that future company success is in the hands of the employees themselves.
We built a visual identity to focus on one key element – the people who make the company great. The WordsFresh system of HR/benefits materials featured photography of actual employees at work and home to encourage a deeper personal connection.