In 2019 Estée Lauder Companies (ELC) embarked on an incredible journey to launch 55 countries on Darwin over five years. To support this, they required a globally consistent benefits brand identity that would provide the same Darwin visual experience regardless of the employee location along with a suite of communications materials that can easily be adapted in different languages, for varying site configurations and for fast adaptation during benefits selection windows.
Our Engagement team designed a brand identity that is not only recognisable as a sister brand to the ELC corporate identity but is also gender neutral and inclusive of the varying companies owned by ELC. The brand utilises the most recognisable ELC brand markers like the core blue colour and typography but is recognisable on its own as benefits related.
The main focus of the benefits brand is textured imagery - a gallery of close-up photography of liquids, powders and gels that are recoloured into the core ELC brand colour palette. The textures represent the different components that all of the brands owned by ELC have in common; that come together in different combinations to create something unique.
Template communications materials also utilise lifestyle imagery that reflects the spirit and diversity of ELC employees. The global library of images allows for local application without compromising the brand identity.
To empower the local HR teams to own and maintain the benefits brand in a consistent manner without needing access to specialised design support, we created thorough brand identity guidelines to ensure consistent content delivery. Local teams can access a self-service platform where they can make download and make edits to their existing communications materials.
Feedback from the client is that the toolkit is easy to use and has made it easy to deliver a consistent approach. The global brand toolkit has been successfully rolled out to 17 countries, with some countries coming into their annual benefit selection windows requiring new campaign deliverables, ensuring the brand and content is ever-evolving.
Hi! I'm Ilze, a brand design expert. If you want to find out more about this piece of work, please get in touch.
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