Mitre 10 Employer Brand
Mitre 10 engaged Marque to develop an employer brand to complement its strong external brand.
They wanted to create an ‘irresistible workplace’ and understood that a strong Employer Brand would be a pathway to achieving this goal.
Exhaustive discovery revealed the positioning territory as Kiwi-owned, heritage, people-focus and local/community. The next step was to express this positioning in an evocative, short and memorable positioning statement.
HE WHĀNAU KOTAHI TĀTOU WE’RE FAMILY. tested well because it was relatable, had broad appeal and was strongly ownable, differentiated and defendable.
This is the foundation upon which the Mitre 10 Employer Brand is brought to life, promoted and communicated internally and externally.
The creative idea is informed by the concept of ‘home’ and what this represents. Graphic elements, like as the front door and welcome mat, show that everyone is welcome because WE’RE FAMILY.
The imagery and extended colour palette highlight the diversity of the people who work at Mitre 10 and the diversity of work opportunities, while the flat graphic treatment signals an environment that is vibrant and welcoming.
A suite of distinctive brand messages was developed to address the following themes: Family/Whanaungatanga, Kaitiakitanga/Active guardians, Free to you/dream big and Belonging for More.
Mitre 10’s Employer Brand was launched at conference in late 2023 to huge applause and was launched publically in Feb 2024.
“To the Marque team, a special thank you - the imagery and story is stunning.”
Celena Harry Chief People Officer at Mitre10.
Click to view Mitre 10’s Diversity and Inclusion Video.
Services
Discovery
Strategy
Branding
Creative
Communication
Digital
Videography
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