Brand Book of Prisma, the Finnish Supermarkets: HR Option. Prisma is Finland’s largest retailer. We created a brand book for the Russian branch of the chain, including two options – the one for the retail area and the other for the HR unit.

The HR brand was established specifically for communication with staff. Prisma employs over a thousand people in Russia. It was necessary to create an accurate image of the company to attract the best specialists to the chain’s stores. It logically sticks to the main style, but differs from it significantly, since it focuses on other goals.

The HR brand of Prisma is bolder and more vibrant. The active graphics of this concept remind of a mosaic or kaleidoscope. Here, the base also consists of blocks and a modular grid, but there’s a difference – the starting point is not a cell, but a triangle. Each color is comprised of three shades: basic, darker and lighter ones. Using this palette, it is convenient to collect a variety of patterns and flexible branded graphics.

With this style system, it is easy for a brand team to design not only advertising posters, but also souvenirs or branded clothing – something that employees and HR specialists deal quite often with.

Prisma honors its roots – that’s why heartwarming phrases in the Finnish language appear on all image media.

The HR department often has to think over the design of specific souvenirs; events or office decoration. Therefore, the HR style is free and warm; it has fewer strict rules and more room for creativity.

The separate style system made it possible to clearly separate the retail from the team engaged in it. The work of each area became much simpler. Now, HR specialists no longer have to puzzle over, how to design a job invitation so cleverly that it would differ from new product advertisements, and what to add to job ads to make them stand out. There is no need to re-invent design for each souvenir. From now on, all these tasks are solved by the separate corporate style of the HR brand.