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Brand Engagement with Super Powers

14th December 2018


Brand engagement projects that add complementary strands to the richness of a brand’s fabric will always enrich the overall brand experience. An example of how brand engagement may add value and personality to a business can be demonstrated through our recent work for our client ACL (Airport Co-ordination Limited). The company, our neighbours in Staines-Upon-Thames asked us to bring their newly developed 5 core brand values to life in an engaging way to introduce them to employees and stakeholders.

As with all our creative projects, based on the client briefing, we developed a selection of creative concepts which were presented to the client. Our proposed design based on using dynamic superhero avatars (each representing a value) was a clear winner. The ACL superheroes each embody a value-related superpower to suggest that adopting ACL values can make employees individually ‘heroic’. Moreover, as a group of heroes, the campaign also reinforces that a ‘diverse’ team of individuals, each with a different prominent character ‘trait’ can gel and work very efficiently together. In other words, employees don’t need to give up their own personality or individualism in order to align with a company’s values.

In addition to naming the brand engagement campaign ‘Our Super Powers’, supported by the tagline ‘Make Every Day Extraordinary’ and developing the ‘shield’ identity to work within the existing ACL brand palette we have designed a set of 5 icon value-badges. Black and white images of ‘staff’ interacting with these icons help make the connection between the idealised fantasy figures and the real team members.

The initiative was launched at a recent company event for which a flagship PowerPoint presentation template, superhero character posters, vinyl wall/window graphics and pull-up banners for the office environment were created. We also researched and sourced branded gift/promotional items including stylus pens, coasters and Post-it notes as giveaways.

Brand engagement projects are approached with the same combination of creativity and vigour as all our branding work, more examples of brand engagement work which may be viewed here.

To discuss how we could support your company with brand engagement communications, campaigns or events please contact our Client Services Director Frank Norman on 01784 410380 or email

ACL are one of Design Incorporated’s portfolio of aviation clients. You can see more work for this sector in our aviation portfolio