Working with ‘The Team’ I helped develop an EVP campaign for financial institution Baillie Gifford to help navigate a transition period in employment remuneration and performance review. We came up with an abstract shape and colour system that would represent the three key content pillars throughout this communications plan.
The three pillars: 'remuneration', 'performance' and 'benefits' take ownership of different shape and colour combinations to provide clarity and structure to the complex content plan. Whilst we are quite specific in guidance and usage these combinations provided enough flexibility to be effective across the different information types whether concise infographics in remuneration or the more personal conversations involved in employee benefits and performance.
We also adapted the brand fonts to carry the 'my' prefix as a contrasting language feature throughout all assets. Breaking up the often quite sterile appearance of Helvetica to create more personable headlines.
My Remuneration
My Benefits
