2023 / 2024
Switzerland, London
Employer brand creative
Brand Guidelines
Illustration & Art direction
Asset Archive
Recruitment marketing materials
Evolving PMI's Employer Brand: Celebrating Diversity & Global Reach
PMI is embarking on an unparalleled transformation, spearheading the journey towards a smoke-free future. This visionary shift is permeating every facet of their organisation, fostering collaboration and innovation across all teams. PMI has once again invited Peters-Fox to craft the second iteration of #MakeHistory.
Peters-Fox collaborated with PMI to develop the next phase of their employer brand materials. This encompassed crafting vibrant illustrations highlighting PMI's global locations, celebrating diversity and inclusivity through representations of people from various ethnicities and backgrounds. Additionally, we meticulously designed a comprehensive set of posters and brand guidelines spanning over 100 pages, providing precise guidance on asset usage. To complement the corporate colour palette, we introduced a dynamic and colourful secondary colour palette. Together, these efforts have further fortified PMI's brand identity and visual storytelling. #MakeHistory
PMI Careers website
Brand changes
While the PMI Employer Brand continues to convey their commitment to a smoke-free future, there have been some noteworthy changes to the employer brand, all of which were developed by Peters-Fox:
Refreshed Illustrations and Animated Art Direction
Introduction of New Brand Guidelines
Incorporation of a New Secondary Colour Palette
Iconography
We introduced a touch of vibrancy to Philip Morris' current art direction by providing new iconography, graphic assets, and marketing materials. These elements harmoniously blend with their existing style, adding a colorful twist. The icons, each representing specific functions, were designed to align seamlessly with corporate guidelines, injecting a vibrant and inviting energy into the brand.
Guidelines
We meticulously crafted an extensive set of brand guidelines spanning over 130 pages for PMI. As an enhancement to their corporate palette, we introduced a lively secondary color palette that complements the existing blue-dominated corporate colors. This addition was essential to infuse innovation and represent the diversity thriving within PMI, providing a dynamic visual language for the brand.
“I recommend Peters-Fox, as apart from their great creative ideas, they state what they need clearly and the transparency makes working with Peters-Fox easy and effective. The results speak for themselves! .”
— Anna Nurzynska - Employee Experience Specialist -