About O'stin — HR brand

An HR-branding agency came to Wave with a finished, well-built HR strategy for the employer brand of fashion retailer O'stin, and needed the visual identity to match. The strategy framed O'stin as a workplace for kind, warm people — mostly women, as the retailer's staff are — who value a good atmosphere, a caring team and being seen and recognized more than climbing a career ladder. There were three audience segments among potential employees: office staff, in-store retail staff, and the creative department. Wave developed imagery and campaign characters for each direction and a key visual, with the central idea a “sunny bunny” — a spot of reflected light shaped from the first two letters of the retailer's own logo. The sunny bunny travelled across surfaces, from the office to clothing, and Wave built a tool that let employees create and release their own sunny bunnies to post on social media, promoting their employer brand themselves. The HR team loved it, and the strategic HR-branding agency called it the first case of its kind they'd seen in HR branding — a field that rarely gets strong design — because it turned HR staff and employees into engaged content creators.