CHOOSE PROJECT
Brief
Craddys had already created the internal values "EPIC" concept (Expertise, Positivity, Integrity, Creativity) and needed a campaign that would turn it from an internal acronym into something employees could engage with.
The challenge was to create an identity and launch campaign that felt clearly connected to the existing Craddys brand, while giving EPIC enough personality to stand apart from everyday corporate communications.
The campaign also needed to build curiosity before launch and give employees reasons to participate throughout the week.
Top challenges we overcame
We needed a visual language that employees could instantly associate with EPIC, while leaving room for the internal communications brand to develop further over time.
CHALLENGE ONE
Giving the campaign its own identity
CHALLENGE TWO
Making corporate communications feel human
Rather than relying on conventional business graphics, we developed a more approachable icon style that could communicate each idea simply and add warmth to the campaign.
The campaign needed opportunities for employees to contribute, interact and enjoy the week, helping EPIC become something experienced rather than simply communicated.
CHALLENGE THREE
Encouraging genuine participation
Developed the EPIC visual identity
We extended Craddys' existing visual language with a new secondary yellow, chosen for its sense of energy and positivity.
This gave EPIC a distinctive look while creating the foundations for a broader secondary palette that could support future internal communications.
We paired this with a bespoke system of simple, hand-drawn-style line icons. The approach retained the clarity of the corporate brand but introduced a more personal and relatable character.
Designed an animated launch presentation
We created the main EPIC presentation in PowerPoint using a clear grid-based system to organise the content and establish a strong visual hierarchy.
Animation and movement were used purposefully throughout, controlling how information appeared and taking employees through the story step by step. The result felt closer to a guided experience than a conventional internal slide deck.
Built a week-long internal campaign
Rather than relying on a single launch moment, we developed a sequence of touchpoints around an EPIC Week.
Teaser emails and postcards began appearing around the office in advance, introducing elements of the campaign without immediately explaining what EPIC meant. Cupcakes helped launch the week and provided a simple physical moment designed to get people talking.
We also created an EPIC playlist that employees could contribute to, adding an easy way for people across the business to participate.
The campaign culminated with the reveal of the main presentation and an EPIC Day on the Friday, supported by activities designed to bring the ideas behind the campaign into the workplace.
Result
EPIC became a complete internal campaign rather than a standalone piece of corporate communication.
By combining a distinctive visual identity, animated storytelling and physical and digital touchpoints, we helped Craddys introduce its internal principles in a way that felt engaging, memorable and recognisably theirs.
Just as importantly, the project created a visual framework that Craddys can continue developing for future employee communications.
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