Countdown Internal Engagement Identity

Agency: Hula
Client: NZMP
Design Direction: Alice McKeown
Creative Direction: Mark Benseman
Team members: Adeline Marteil, Sam Harris, Holly Dillon

Countdown wanted their internal brand to be modernised and adapted to be easy to apply to a variety of situations, which would help inform the external, client-facing brand.

A grid system was established to become the foundation for all layout designs. This was a simple, yet effective way to house a variety of content, and link brand stories. This was designed to be used in a way that creates unity, not uniformity.

Existing brand colours were amplified, and illustrated icons were added. This new illustrated icon style amplified Countdown’s bright energy, complemented internal communications and provided an additional tool set to tell brand stories.

Existing brand photography was leveraged to highlight fresh moments, particularly when celebrating moments of joy and delight. As part of this system, key images can be combined to highlight ‘food moments’ which connects the produce to the customer experience and moments of joy. Another visual tool to amplify Countdown’s brand stories.

Refreshed language was used to link the brand assets together to tell the story of growers to shelf under the title ‘Green is good’.