Herron Todd White.
Create a memorable, effective ‘future strategy positioning visual’.
Overview
The Herron Todd White Challenge: Staff within the organisation do not understand the current strategy or it does not inspire them. We need to humanise the strategy and promote a ‘one company’ culture through the ‘visual’. Working with Belong Creative on this one. They got me onboard to solve a very tricky brief for their client.
Cue… Creative Hedge: The brief (in my opinion) was missing the mark, asking the wrong questions if you like. The client wanted a pre-prescribed solution, a graphic document - generic in nature - that contained a lot of data, detail and Word/Excel-type graphics. We wanted to get the employees excited by the Future Strategy so we needed a different solution.
The objective
To create a piece of communication that is as equally effective as it is attractive.
Sure, we want employees’ buy-in - but we want to inspire them to not only take note of the strategy but take action.
The thinking
Taking cues from the branding of festivals, exhibitions and fairs where the concept is mostly bold, simple designs containing details and information, the aim was to create something interesting, using simplified graphics and typography that are easily read and recalled.
Coming at this from that stand point, the aim is to create something that employees can buy in to and be proud of.
The solution
Using the circular elements of the HTW logo, the ‘2025’ graphic was formed that gave it a more on-brand feel. With the new ‘hero graphic’ for the campaign in place, I set out to extend this with typography and colour to cover various levels of engagement and inspire employees to take note and ‘get on board’ with the company strategy.
Results
The ‘before’, was a scattered, difficult to get behind (or understand) strategy delivery.
The ‘after’ was a smart, simple graphic emblem, shrouded in the HTW brand that stands as the banner for the company’s march forward.
