How do you brand HR programs for every stage of an employee’s journey?

My role

About the client
Avery Dennison is a Fortune 500 company and a global leader in labeling and packaging solutions. They manufacture and distribute display graphics, labeling and packaging materials, retail graphic embellishments and RFID tags that companies around the world use to engage customers and efficiently manage their inventories.

Avery Dennison was rethinking their HR programs and communications in order to create a more strategic framework. They wanted to have a more balanced program targeting every aspect of the talent lifecycle, from the time an employee joined the company, to the time they left. The needed an employer brand to help them communicate with employees. They had hundreds of programs each with a different look and feel. They wanted to create a cohesive, campaignable system that was more personal and inspiring than their external, corporate brand.

The first step was to organize their communications and develop a comprehensive framework for the brand. We identified and named the pillars to reflect their internal values and to develop a sub-brand that would build emotional resonance with employees. Then we rolled it all up into one clean message, and developed a visual system to support the clarified voice. The messaging and graphics were designed to be flexible, allowing each program area to operate independently as well as part of the larger whole.

Their design team was delighted with what we developed for them. It helped give them a new visual language for their employee communications that was much more expressive and attention getting than what they had before. Employees responded very positively as well. The new system helped HR communicate with the vitality and enthusiasm that they had been hoping for, and gave them a system to unify their programs.

Brand platform and messaging

Design exploration

The winning campaign