Discovery Parks Respect at Work — BRANDING & DESIGN
In response to the December 2023 Respect@Work legislation, Discovery Parks partnered with Corporate Crayon to develop a unique visual branding design of their 'Respect at Work' initiative focusing on compliance with the legislation in addition to code of conduct and creating high-performing teams built on trust and respect.
THE CLIENT
Discovery Parks is the largest owner and operator of lifestyle holiday parks in Australia with outstanding parks in the outback, on the waterfront, or alongside national parks all across Australia. Discovery Parks boasts over 85 parks around the country, with a support office based in Adelaide, South Australia.
Date
Project Start Date: February 2024
Project Completion Date: March 2024
service
The Objective
To provide all staff with information and access to resources for reporting and seeking help and to create branding for effective communication to raise awareness and deliver information as well as to educate leadership on compliance and staff on appropriate behaviours in the workplace.
The Creative Challenge
To develop a distinct visual brand for the Respect at Work initiative to get the attention of employees and convey its importance and reinforcement of a respective workplace, whilst seamlessly integrated with the existing Discovery Parks brand.
The Process
Discovery, Connection, Human
Due to Discovery Parks being a long-standing client, we had a deep understanding of their existing brand, culture, and how to communicate effectively with their workforce. We engaged with key stakeholders throughout the project to ensure we captured their input. With this knowledge the branding for ‘Respect at Work’ was brought to life.
Considered design
Creating the aesthetic personality, we focused on making the branding engaging, impactful, accessible, clear and official. The ‘See it, Say it, Change it’ tagline was designed to be the hero element of the brand with its bold, attention-grabbing
typographic form. The accompanying logo as shown below draws on the graphic language of a stamp to present the Respect at Work initiative as a mark of high standard. It also incorporates an image of two hands shaking (a sign of respect) using simple line forms.
Simple application
Corporate Crayon provided a suite of considered assets for Discovery Parks to use to communicate and create awareness of the ‘Respect at Work’ initiative at all levels of the organisation.
The Outcome
Logo
PowerPoint Presentation for the leadership team
The following assts were created for non-desk workers in their physical work environment.
Facility Posters & Pull-up banners
Merchandise - Wristbands
Lapel Pin
Screensaver
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