One of Australia’s largest fashion groups, the Group has nine brands, over 1400 stores and more than 19,000 people across 16 countries. Not many people were aware of its global presence and far-reaching influence. We were tasked to strengthen the Group’s global brand identity and we hit the mark with a multi-faceted brand engagement campaign.
Internally, it resonated with Cotton On staff around the world, with the Careers page recording an average of 50,000 hits a month since its launch, proving that ideas starting here can go anywhere.
As part of the staff engagement strategy we created ‘Ideas for Tomorrow’, a social driven platform used to introduce Cotton On Group staff the world over to the new brand, values and positioning. Each week we asked people to upload an image in response to the value. ‘Ideas for Tomorrow’ engaged and inspired 17,000 staff across the globe.
We were also engaged to design the signage and wayfinding for the Cotton On Group Campus in Geelong. The language was built around the premise ‘Never Stop Learning’—capturing the group’s spirit that tomorrow anything is possible. Playful typography which talked to the history of the group and its origins at The Beckley Market in Geelong.