Further development of the visual identity for the "young professionals" of the Migros Group Work
A laptop, a keyboard, a mouse—that’s what a typical workspace would look like. But there are also sketches for new Migros Kult iced teas, prototypes of Migros-Mania VR headsets, and drones. Just another typical day as a trainee at the Migros Group.
The new topshots for the "Trainees & Interns" segment are deliberately different from the appearance for experienced professionals in the Migros Group working world. "nimble fingers"which was created for the Migros Group's employer branding in 2017, is followed by the "Topshot" imagery for the target group of trainees and interns aged 18 to 30. The choice of perspective reflects the target group's need to gain a professional overview and an instructive and responsible introduction to the world of work.
Despite the change in perspective, the imagery is cleverly integrated into that of the "nimble fingers" for experienced professionals and differentiated at the same time. This also facilitates the visual user guidance on the digital presences of the Migros Group Working World - especially on the career portal Migros-group.jobs.
The House produced a total of 9 short trainee clips including stills for trainee programs in the areas of category management, HR management, IT, marketing communication, retail management, controlling and project management, supply chain management and industry. In line with the media usage behavior of the target groups, a strong online focus was chosen, with the clips and stills also being used elsewhere, including at the trade fair stand, which was also conceptually designed by The House.
Responsible at the Federation of Migros Cooperatives: Sebastian Kuhn (Project Manager HR Marketing), Micol Rezzonico (Head of Competence Center Employer Branding), Esther Schüpbach (Head of Junior Staff Training). Responsible at The House: Grischa Rubinick (Executive Creative Director), Roger Dobmann (Senior Art Director), Sascha Borsai (Creative Direction Text), Alia Malash (Junior Copywriter), Laura Jaggi (Graphic Designer), Andreas Jorgella (Strategy & Business Development), Nadine Vasella (Senior Consultant), Photo and Film: Yves Bachmann, Production: Visualeyes International.
