they are the champions, my friend.

Posted by on Jan 24, 2018 in Uncategorized | No Comments
they are the champions, my friend.

bartlett tree experts is the world’s largest tree and shrub care company. for over 100 years, they’ve brought a rare mix of global scale with a family-owned perspective, creating a service offering that’s big on resources and intimate in service. and, with the largest, most extensive r&d lab in the country, every bit of it is grounded in the latest science. as an employer—and a company—bartlett has always understood that its greatest asset is its people. not only do they have a robust employee recognition program, ‘bartlett champions’, they wanted to take that program public, to shine a brighter light on their people—and expertise.

we were proud to bring that vision to life via an overarching brand concept with the flexibility to address day-to-day field needs. for us, the biggest challenge was figuring out how to make a program designed for an internal recognition purposes work as an external marketing tool. specifically, to an external audience, the word, ‘champion’ carries significant connotations which, depending on how it’s framed, can either seem chest-thumping or aspirational. obviously, our goal was to achieve the latter.

each execution leverages the champions’ expertise and passion to demonstrate the bartlett brand difference. and in doing so, the organic likability of each person featured creates an accessibility to brand itself. the design uses hero imagery, each as unique as the champion featured, while a ribbon graphic represents their place of honor in the company. in the end, the people who make bartlett the best in the world, became living proof of every brand promise.

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