Emera Power HR Visual Identity
Project Brief: To create a visual identity system for Emera Power’s Human Resources Department. The goal of the project was to create a system that kept a family resemblance to the existing brand but stood out to employees as materials related to the Human Resources Department.
My Role: This visual identity system was created by myself along with the team at Fusion Design Group. My role included, art director, lead designer and development/execution of the campaign.
Concept: Employees of Emera and its affiliates are all connected, no matter where they are located. That link is represented by circle graphics focusing on the people used in imagery, and lines traveling from one image to another, traversing pages. Circles are made up of three sections with gaps between to represent wind turbines and give a sense of circular motion, making a metaphoric connection to Emera’s environmental initiatives. A similar theme of connecting is carried forth with the iconography system, using lines to link one to another, symbolizing the relationship between all facets of the business and the people involved.
Result: The Human Resources department was very happy with the end result. They were able to take the system we created and apply it to all of their existing materials. We are still working closely with Emera to develop more materials for them. They have received great feedback from other Emera employees who are really embracing the changes.