Diversity and inclusion goes to the very core of Tesco’s values as a business. And so, for some years, it has supported 5 colleague networks: BAME, Women, Armed Forces, Disability and LGBTQ+.
Tesco wanted to celebrate the networks by enhancing their individual look and feel, whilst also creating a collective, shared identity.
What we delivered
We worked closely with the brand expression and colleague network teams to sensitively explore naming, imagery, graphic form and colour palette for each of the networks. This resulted in a set of individual group identities which could, literally, be used as building blocks to create the overarching group identity.
The result is purposely understated to allow the photography of people – and the copy – do the talking in the relevant communications on which the identity is applied. After all, this is first and foremost about people.
We hope that having a considered and consistent look and feel will allow the groups to raise awareness within Tesco and beyond.