Japanese tobacco company JTI is one of the fastest growing in the world. Rapid growth encourages the brand to invest in their brand, the community and their people. After over five years of partnership on varying projects, JTI commissioned Base Creative to combine their business and brand experience and create a cohesive strategy for their new management training program.
With a reputation for being ambitious, innovative and a leader, we knew this new enterprise had to be an extension of an already excellent brand. With world-class in-house design, we knew a parallel creative and business strategy were the keys to a successful rollout. The Explore Management Trainee Programme received the multi-disciplinary approach of Base Creative, ensuring a robust visual identity supports a well-developed brand story and values.
The Explore Management Trainee Programme promotes the values of building competency, aspirations and relationships in their highly motivated trainees. In the same way, the strategy we developed was easy-to-understand, functional and eye-catching. The name Explore alludes to expanding the skill-set of the trainees and developing talent in Asia. Base Creative conducted research to determine what values would highlight the multicultural and broad business perspectives offered by the programme.
The Explore identity is professionalism with a kick. As JTI’s hand in employee development and community engagement, the program needed to align the brand with recruits of interest – ambitious, motivated and bright. Saturating traditionally simple colors like imperial red, shamrock green and medallion yellow contributes to the boldness of the brand. Additionally, boldness is captured through typefaces in the logo and regular text – representing a more brazen outlook on business, management and the offerings of the programme.
Good design is welcoming to the eye and so the brand identity was applied to digital platforms as well. The website is easy to understand, set up like a managerial brainstorm in a way that replicates the intentions of the program and differentiates the Explore Management Trainee Programme from its more sterile competitors. Icons, flow charts and diagrams display the brand’s competency to convey main points to its target audience.
Recruitment and orientation merchandise and marketing elements follow the cohesive and immediately identifiable visual identity. Explore is laid out as a dynamic place to learn skills from the best in the business. From tote bags to nametags, the stimulating brand identity is never lost.
Identity is born through cohesion. With writing, the website, marketing collateral and public advertising running through Base Creative in parallel momentum, identity was established as a bold extension of JTI’s expertise offered to an equally bright young talent.