Brand identity design isn’t always about a company logo design – and here we created a logo design for Leicester based Lafarge Aggregate’s UK employee incentive scheme. It was designed to reward and encourage those workers at their Leicestershire, Nottinghamshire and Derbyshire quarries who go above and beyond for their national customers.
Initially, all we were given was a description of the scheme, the name ‘One Step Beyond’, and the brief that the campaign should speak to all Lafarge employees – not just the office staff.
To make the scheme relevant and accessible to all employees, we used the road and safety sign style that is a vital part of every day life throughout Lafarge. The figure ‘stepping out’ was chosen to give the scheme a human face, and with the foot turning into an exclamation mark to punctuate the title.