Going ‘Above & Beyond’ for Artex
Artex are a leading distributor of a wide variety of construction products.
As a company, they greatly value their employees and believe in recognising and rewarding their achievements. As part of this, they created the concept of ‘Above & Beyond’; an internal recognition programme for their employees, and they asked us at Williams&Crosby to design a brand to go along with it.
We needed to create a recognisable symbol that could be used as a simple pin badge, to be awarded to qualifying staff who have gone ‘Above & Beyond’ in their achievements. A diamond design was chosen, this was to reflect the quality of the staff member and also to reflect the fact that achieving this ‘Above & Beyond’ status is aspirational. The design had to include 4 colours, which were used in previous internal communication to represent the different criteria against which staff are measured – those things for which they have gone ‘Above & Beyond’: blue for “Our Customers”, yellow for “Our Growth”, purple for “Our People” and red for “Our Best”. We combined these colours in the multi-faceted diamond design for the main logo of the concept, and also created individual coloured designs for the pin badges to represent each category.
As well as these bespoke pin badges, we produced a ‘Recognition Form’ in order that staff could recommend each other for an award. We also created a “Recognition Station” where staff could collect, fill in and submit these forms, and then we designed certificates to be given out to successful nominees. All of this has the aim of motivating and recognising employees who have gone the extra mile to meet the company’s goals. The fact that employees can recognise and nominate their fellow colleagues for their achievements only goes to strengthen this; to be recognised not only by those higher up but also by your peers is a great achievement.
At Williams&Crosby we pride ourselves in listening to our client’s needs and designing something that is in line with their vision. In this case we really feel that our artwork embodied the concept well and met with, even exceeded, the client’s expectations. In fact, you could say, we went Above & Beyond…