NAMES. JTI
Rethinking and visual identity for an employee recognition programme.
Write your name into the story.
JTI’s recognition programme was named IMENA, meaning “Names”: an employee’s contribution becomes part of the company’s history. The name also defined the visual system, with its letters becoming the shapes of the awards. Four categories received distinct forms and colours. “Write your name into history” connected the awards, communication and ceremony concept.
Giving each category a form
The creativity, breakthrough, shared-pulse and knowledge categories received different constructions. Letters from the programme’s name distinguish them while retaining one family of awards.
A name as an invitation
“Write your name into history” turns recognition into an invitation to participate. The category colours connect this message with the awards and ceremony concept.
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