For several years Auckland International Airport has been running the Shining Stars Programme—an employee award initiative that aims to build the brand culture of the organisation by recognising and celebrating outstanding performance of staff members.
Individuals are awarded for behaviour that demonstrates one of the four brand values—Outstanding, Welcoming, Ambitious and Authentically New Zealand. Trophies and certificates are presented quarterly to the Shining Stars, with a Supreme Award presented annually. Strategy’s brief was to refresh the existing star symbol and develop the brand design system. Work included designing a new identity and a suite of associated collateral, including a programme pack that contained a booklet, posters, postcards and pens. We used iconography and colours that were matched with the brand values. We also wrote short stories and created accompanying graphic illustrations to define how each value should be interpreted—highlighting the desired behaviour to support the Airport master brand.