Home Retail Group, then parent company of Argos and Homebase, wanted to engage employees in its sustainability and customer excellence story. To help frame its achievements, and to encourage colleagues to keep up the good work, we created the ‘Basis of Good Business’ brand.

The brand philosophy is to get the basics right and build from there. So we embraced that approach in our design solution, with an elegant ‘potato printing’ visual style, where more complex illustrations are built from simpler graphical elements.

The playful and colourful design brought to life a wide range of communications materials, including posters, displays and suggestion boxes. These were installed in more than 1,000 branches and depots, reaching 60,000 employees.