Swag
Branding
Naming
Strategy
Tone of Voice
Brand System
Motion
Illustration
Art Direction
When Employment Hero approached us with this brief we knew we were in for something big. The task was no small one: develop a brand identity for the world's first employment superapp—Swag.
We worked hand in hand with the Employment Hero team, carefully crafting a name, strategy, and visual identity to bring this innovative brand to life.
Employment Hero is a leading people management platform connecting and empowering over 200,000 businesses across the world. With the launch of Swag, they looked to switch gears and engage employees on a more personal level. We wanted to create a new brand that could connect with employees while still catering to their primary customers—the employers.
A name and logo for the future of employment
Inspired by the quintessential Australian swag, our name was the perfect fit for an app allowing people to carry all the necessary tools for employment with them—wherever they go. A custom logotype with a sense of movement further evokes the idea of being on-the-go.
Many apps, one cohesive look and feel
One of the first tasks was to give individual personalities to the four different pillars: work, career, money and benefits. We defined a colour palette that could flex across the product offering while maintaining a cohesive look & feel.
A world of possibilities
Swag is all about flexibility and choice. This was the starting point for our highly flexible design system, one that brings together imagery, typography and illustration—with the ability to flex across channels. We worked with Mac Archibald to develop motion behaviours that captured the energy and vibrancy of the brand.
The result is a visual identity that can adapt to any product or customer touchpoint.
A joyful visual language
We worked with NiceShit Studio and Holamaybe to develop distinctive illustrations and patterns that spark warmth and provide moments of joy throughout the user experience. The patterns are colour-coded and designed using different gestures to reinforce each brand pillar.
A tone of voice with 'swag'
With such a multifaceted offer, we needed to be simple, honest and direct—while speaking to the transformative nature of the app. We partnered with Tone Agency on a brand voice that would stand out in a crowded marketplace. From billboards to the app content, our voice inspires people to take control of their work lives.
A digital-first brand experience
Swag’s digital experience was key to the roll-out. We created the website look and feel which was exceptionally crafted by Swag’s digital agency, DashDigital—translating the brand idea seamlessly across every element.
A brand built for the future of employment in every way.
Collaborators
Brand Strategy: Tone Agency, Ryan Curtis
Brand Writer: Tone Agency, Ryan Curtis
Illustration: Nice Shit
Patterns: Holamaybe
Brand Video: Never Sit Still
Motion: Mac Archibald
Website Development: DashDigital
