Communicating a Warm Welcome!
Strategy - Brand Merchandise - Copy - Design
What was needed?
Nua holds its values really strongly. The passion for what they do and their vibe had to be communicated to new members on their team. Hence, a welcome kit had to be designed for them.
The challenge was to find a mid ground between the brand values, the offerings and the emotions of employees when they join a new organisation.
- Analysis of Brand Personality, Values.
- Developing personas of employees.
- Product Strategy to suit the people, stand for the brand and play with assigned budgets.
- Develop concepts like crossword puzzles, stickers that resonate with the target audience.
- Develop copy to communicate the right message.
- Design the merchandise.
The merchandise had a simplified look, extended from the brand's identity system. Choice of merchandise revolved around what the target employees, that is women in age group of 21-25 love. - It included stickers, stress ball and fun things.
The message was conveyed to cover a dual meaning - what the brand stands for and the feeling of employees at work in a witty way. For example, people feel stressed at work and also during periods! - So they need to STAY CALM! - There it goes, it made for a sticker!
Subtle, yet powerful, its the first glimpse any new employee will get into the company’s culture.
Intelligent, honest, modern
A notebook was selected as it is the most relevant merchandise for office purpose. After multiple explorations, the cover of the notebook was kept simple and bold, to fall in sync with the brand. The inside of the notebook had 5 dividers, each signifying the following:
a. The Quote
A motivational quote was chosen, which serves the purpose of encouraging people at work and also stands true for Nua’s undying spirit.
b. The Calendar
Well, a calendar is needed. Period.
c. The Story
How can a member of the family be unaware of the family history. This divider summarises all about Nua.
d. The Stress Buster
A stress buster is needed, whether it is during periods or at work. The combination made us come up with a fun section divider, with a crossword and some ice breaker questions, to encourage healthy bonds between all new members.
e. The Goals
Nua is surely an achiever. Feel inspired!
A careful balance was created so that the visual elements stand for the brand and at the same time represent ideas relevant for the mood at work.
These had amazing explorations. The generation loves accessories and stickers would be a great fit to give them something to smile about and showcase the brand too. Multiple illustrations and expressions were developed that became the most lively part of the kit! Each sticker was carefully thought about.
Our favourite one that channelises any stress that might come at work…..Calmmm….well, the girls get it!