EMBARK by Landor London for LANDOR ASSOCIATES

EMBARK

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Landor London
Designer Ellie Nuss
Released July 2009

Credits & Description

Category: Self Promotion
Advertiser: LANDOR ASSOCIATES
Product/Service: LANDOR ASSOCIATES HUMAN RESOURCES
Agency: LANDOR ASSOCIATES
Date of First Appearance: Jul 7 2009 12:00AM
Entrant Company: LANDOR ASSOCIATES, London, UNITED KINGDOM
Executive Creative Director EMEA: Peter Knapp (Landor Associates)
Design Director: Carl Halksworth (Landor Associates)
Senior Designer: Raya Ghattas (Landor Associates)
Designer: Ellie Nuss (Landor Associates)
Production Director: Tim Shorten (Landor Associates)
Media placement: Posters - 23 Landor Offices Worldwide - 01/07/2009
Media placement: Box Of Chocolates - 23 Landor Offices Worldwide - 07/07/2009

Describe the challenges and key objectives
The challenge was to introduce the programme to new employees and existing staff in a memorable way. Would it be a poster campaign? Or a welcome gift that sat on people’s desk? Finding the balance between too corporate and too frivolous is a tricky balancing act. Perfunctory and impersonal, they generally communicate very little about the company and are often, well, just a little bit un-welcome. What ever it was, it needed to be something unique, exquisite and that told a story about Landor, as well as something that provoked conversation and sharing.

Describe the brief from the client
Day one of a new job is always challenging. Yet it is vital that new employees' experience is memorable and that it encourages loyalty and inclusiveness straight away. A new induction programme, “Embark” ,was introduced at Landor to ensure new starters understood the culture of the company. Landor has 23 offices around the world so it was important that the induction programme was consistent across the network, whether new employees were in Hamburg, Mumbai or San Francisco. To launch the programme we needed to come up with a communications strategy that captured the unique spirit of our company and provided context for its international presence.

Describe how you arrived at the final design
In the lead up to Embark’s launch posters featuring 24 individually designed squares that made up a world map were placed in every office to provoke intrigue and conversation. The chocolate box welcome gift that was distributed on the day of the launch and which sits on all new employees’ desk when they arrive contains a unique Landor story, full of creativity. Landor’s Embark chocolates contain 24 individually designed squares mirroring the squares that were used in the poster campaign. Each chocolate represents one of the 23 Landor offices with the remaining one encapsulating the character of the Landor network.

Give some indication of how successful the outcome was in the market
“This is so great - I have worked for many major agencies and professional services firms and not experienced anything this good or intuitive - congratulations to all who created it”. “This is an absolutely fantastic, comprehensive compendium of everything Landor. It will not only be invaluable to new starts but to all of us. Well done to the team - it’s great!! (And the chocolates are a lovely touch)”.