Serco Salutes

Straightline Creative was approached to build a new brand within the Serco guidelines recognising and celebrating the achievements of their people. A new brand, Serco Salutes, was created alongside a series of greetings cards which recognised a diverse group of life milestones. At the heart of the new brand was the concept of applause – a universally recognised means of showing appreciation and recognition. A hand icon was created, coupled with a colour gradient using all of Serco’s secondary colours. Serco Salutes communicates the pride of the organisation and the need to acknowledge success, a theme continued in the proposed brand tagline: ‘Applauding your achievements’.