WE ARE GRIT
WE ARE GRIT
WE ARE GRIT
Brand Identity Design
Visualising company values for a vivacious hospitality workforce.
Visualising company values for a vivacious hospitality workforce.
Visualising company values for a vivacious hospitality workforce.
logo / posters / stationery / gear / EDM banner / environmental graphics
The Opportunity
Airport Retail Enterprises (ARE) operate over 40 hospitality venues across airports in Australia.
ARE partnered with Jaquie Scammell to help create and cultivate a positive service culture across the business over an initial 12 month period.
The team asked me to build an identity for the initiative that memorably visualises the new company values.
Strength In Unity
We needed to create an identity appropriate for an enthusiastic, youthful hospitality workforce.
Combining the ARE logo and the first letter of each value, we created a statement of declaration - WE ARE GRIT - setting a strong cultural foundation each employee can always fall back on.
The ultra-wide typeface reflects the strength of the initiative, and is tied together by the ARE logo.
An inspired workforce, genuine partnerships, and incredible suppliers can all be attributed to the ongoing success of the business.
The common thread? Passionate People.
The existing logo and identity didn't match the company’s people-centric mindset.
Poster Design
Hero Posters
To initially communicate the program at store level we designed 2 hero posters (above) and 4 value posters (below).
To initially communicate the program at store level we designed 2 hero posters (above) and 4 value posters (below).
To initially communicate the program at store level we designed 2 hero posters (above) and 4 value posters (below).
Visualising The Values
Each value received a unique typographic treatment to act as a visual cue for employees.
Branded Collateral
How GRIT Grows
The poster series was just the start.
Longevity and practicality were front of mind when creating the 'WE ARE GRIT' brand identity.
From monthly digital newsletters, to branded stationery, gritty gear, and physical office graphics, WE ARE GRIT is flexible enough to be applied to all manner of employee touchpoints.
Credits
Brand Strategy
Brand Strategy
Brand Strategy
Jaquie Scammell
Jaquie Scammell
Jaquie Scammell
Identity Design
Animation
Yianni Kouros
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Designing with love from Melbourne, AUS.
Designing with love from Melbourne, AUS.
Designing with love from Melbourne, AUS.
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