Making employee benefits feel more human<\/h2>\n\n\n\n
EmployeeChoice was a technology benefits service developed by Academia the Technology Group, enabling employees to purchase technology such as smartphones, laptops and headphones through a salary sacrifice scheme while benefiting from tax savings.<\/strong><\/p>\n\n\n\n
I was responsible for the design of the EmployeeChoice brand and its supporting marketing communications, including this brochure. The challenge was to take a subject that could easily feel functional, corporate and somewhat dry, and create a visual identity and communication style that felt modern, premium, approachable and genuinely appealing<\/strong> to both employers and employees.<\/p>\n\n\n\n
Extending an established brand<\/h2>\n\n\n\n
As EmployeeChoice was part of Academia the Technology Group, it was important that the new brand felt connected to the wider business rather than appearing as a completely separate entity.<\/p>\n\n\n\n
I therefore developed the identity as an extension of the existing Academia brand, retaining its established typography and core palette of blue, grey and white. A vibrant green was introduced as a distinctive secondary colour, giving EmployeeChoice its own personality and allowing it to stand apart while still feeling like a natural part of the wider organisation.<\/p>\n\n\n\n
This created a flexible visual language that could be applied consistently across the EmployeeChoice brand and its marketing communications.<\/p>\n\n\n\n
Bringing a dry subject to life<\/h2>\n\n\n\n
Employee benefits aren’t traditionally the most visually exciting subject matter, so a key part of the creative approach was to move away from the typical corporate imagery and overly technical language associated with the sector.<\/p>\n\n\n\n
Rather than focusing solely on the technology itself, I used emotive lifestyle photography featuring people of different ages and ethnicities enjoying the products they could access through the scheme<\/strong>.<\/p>\n\n\n\n
This helped shift the focus from the mechanics of salary sacrifice towards the more relatable benefit: giving people access to technology they actually want and enjoy using.<\/p>\n\n\n\n
The resulting visual direction was clean, contemporary and aspirational, while remaining credible enough to appeal to HR and business decision-makers.<\/p>\n\n\n\n
Making complex information easier to understand<\/h2>\n\n\n\n
The brochure needed to communicate a considerable amount of information \u2014 from how the scheme worked and its implementation process through to the benefits for employers and employees.<\/p>\n\n\n\n
I used infographics, diagrams, structured layouts and visual hierarchy<\/strong> to break down potentially complex information into easily digestible sections.<\/p>\n\n\n\n
Rather than allowing the brochure to become text-heavy, information was carefully structured so that readers could quickly understand the key points and then explore the detail if required.<\/p>\n\n\n\n
Quotes and testimonials from businesses and employees were also incorporated to provide social proof and credibility, helping demonstrate the real-world value of the scheme.<\/p>\n\n\n\n
Designing for two audiences<\/h2>\n\n\n\n
One of the key considerations was that the brochure needed to speak to two very different audiences.<\/p>\n\n\n\n
For HR teams and employers<\/strong>, the communication needed to demonstrate the commercial and organisational benefits of introducing EmployeeChoice, while providing enough practical information to give them confidence in implementing the scheme.<\/p>\n\n\n\n
For employees<\/strong>, the focus was much more emotional \u2014 highlighting the opportunity to access desirable technology while making the financial benefits of salary sacrifice easy to understand.<\/p>\n\n\n\n
The design therefore balanced business credibility with consumer appeal<\/strong>, creating a piece of communication that could work across the entire decision-making journey.<\/p>\n\n\n\n
The result<\/h2>\n\n\n\n
The final brochure combined a distinctive brand identity with editorial design, information graphics, photography and clear content structure to create a more engaging approach to employee benefits.<\/p>\n\n\n\n
Rather than simply presenting the mechanics of a salary sacrifice scheme, the design positioned EmployeeChoice as a modern technology benefit that people could genuinely get excited about<\/strong>.<\/p>\n\n\n\n
The project is a good example of my approach to design: taking complex or uninspiring subject matter, understanding the audience and commercial objective, and translating it into communication that is clear, engaging and visually compelling<\/strong>.<\/p>\n\n\n\n
My role<\/h3>\n\n\n\n
Brand identity \u2022 Art direction \u2022 Graphic design \u2022 Editorial design \u2022 Information design \u2022 Infographics \u2022 Photography direction \u2022 Print production<\/strong><\/p>\n\n\n\n
The challenge was to take a subject that could easily feel functional, corporate and somewhat dry, and create a visual identity and communication style that felt modern, premium, approachable and genuinely appealing to both employers and employees.<\/p>\n","protected":false},"author":1,"featured_media":143,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,19],"tags":[],"class_list":["post-75","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-print"],"yoast_head":"\n
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