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.

Identity of HR-brand O’stin
The visual identity of the HR Brand for one of the largest fashion retailers in Russia was created by order of the HR branding agency Braining Group based on a strong strategic component. The essence of the employer brand is a passion for fashion. The general slogan is “Made in O’stin”. We created a visual concept based on sunlight as a metaphor for warm internal communication and passion for the profession and each other.
The logo is a sun bunny in the form of the first symbols of the main brand logo.
Numerous communication materials and documentation were filled with sunlight in the form of graphic and photographic elements.
Key visuals for recruiting campaigns are designed for different segments of the target audience - employees of the creative department, office and retail.
Principles have been developed for creating key visuals for recruiting campaigns - while maintaining recognizable elements of the main brand (active red stripe) and for internal communication campaigns - with a softer and more balanced color palette.
Photos with contrasting sun spots are transformed into branded content that can be easily found on stocks and used in SMM and daily internal communications of the company.
Merch
We use reflective materials to create original accessories, clothing, interiors and jewelry.
The main page of the company's internal portal and the brand page in the job search engine are designed in the same style.
Creative group:
Identity, art direction - Natalia Grebenshchikova
Designer POSM - Nadin Rozhkova