Our ambition was to create work that demonstrated the information not just effectively, but also in an entertaining way. As the content of the guidelines was predominantly instruction based, the illustrations help people to feel embraced and informed, not lectured.
We were conscious of balancing the contemporary, bold designs, whilst expressing the luxury connotations associated with the brand. We achieved this, partly by summarising the ideal candidate and illustrating a diverse range of characters that communicated high expertise, culture and an appreciation of luxury. We combined this with a stimulating, whilst not outlandish colour palette.
The characters needed a confident posture and feeling of togetherness to create a sense of achievement, harmony and desirability for new recruits.