Branding and production of materials for staff rewards packge

Client:
Woolworths Group

Brief:
Re-brand the current suite of materials which communicate all aspects of the benefits package to 30,000 staff.

These many benefits include a final-salary pension scheme, a discounted share buying scheme, and discounts at the various stores within the Group.

The new branding had to be fresh, modern, simple and sophisticated to appeal to an audience which includes teenagers, executives and pensioners.

There was also a need to raise the perceived value of these benefits internally.

See solution below...

Solution:
The new indentity communicates the credibility and security of the many benefits by echoing the financial graphics found on bank notes and certifcates.

Using the red and blue from the Group colour palette as accents, white was used predominantly for literature which required elegance and credibilty.

Ensuring total accessibilty by all audience groups was key, so clear English guidelines were also created to handle the technical pensions and shares content, and type sizes were always large enough to ensure that text could be read by pensioners.

Red was used boldly for discounts communications, which were far less technical in content and a highly valued instant lifesyle benefit.

Campaign theme devised and produced by paulhc while employed at Flag.