The identity system was not only a new look, but a way to understand the brand. Identity Guidelines packaged a brand book that explained the consumer proposition and a DVD containing digital artwork and graphic standards.
The internal launch to key managers delivers the Identity Guidelines along with personal business cards and gifts featuring the new brand mark.
Building on the strength and pride of the new mark, the identity system applied to the corporate business system conveys a professional confidence and consistency across global divisions.
Work wear was a fitting extension of the brand proposition: building a legacy of self-reliance.
The annual Global Product Update event brings employees from around the world together to introduce new products and share strategies for promoting the brand worldwide. For the event, a design template was applied to shirts, banners and presentation materials.
