Kiwi Property aligned their human resource components to six structured touchpoints; culture, development, pay and performance, recognition, onboarding/ offboarding, and environment. The HR team envisioned an identity system that reflected the Kiwi Property brand and would inspire staff to achieve goals, cultivate a supportive environment and always feel that their time and work is valued and appreciated.
Each touchpoint was named with descriptive language to be relatable, emotive and engaging while the visual style resembles aspirational badges that are easily identifiable, fun and compelling for current and future staff at Kiwi Property. The brush stroke illustrations and typography complement the corporate Kiwi Property brand style while adding fresh elements of interest for staff who are accustomed to seeing and working with the corporate brand. Every symbol has six associated hand-drawn icons that visually communicate the multiple facets of each touchpoint and are used as secondary devices to support the identities.