Armed with the brief, our creative design team developed the Rise to Exceptional identity, represented by the linear logo which incorporates an upwards pointing arrow to denote high standards and continuous improvement. Project collateral was consolidated into five core behaviours – Understand, Respond, Deliver, Innovate, Reward – and used on a wide range of material, including staff training manuals, interior displays and animations. Messaging has been disseminated across all divisions throughout the world and succeeds in clarifying the concept to staff regardless of language or position.