Whirlpool – Employer Branding System

Brand Identity
Written By Pryaag

In 2010, Whirlpool Corporation India initiated a multi-agency process to develop a distinctive employer brand that could clearly communicate the company’s culture and employee value propositions. After reviewing concepts from several design studios, Whirlpool selected Green Goose Design to lead the development of its employer branding system.

 
 

The solution centred on a simple emoticon-inspired visual language designed to make internal communication more human, engaging, and memorable. A flexible graphic system built around four core colours and adaptable layouts allowed Whirlpool’s HR and communications teams to represent different aspects of the company’s value propositions across multiple touchpoints.

 
 

The identity extended beyond visual branding to a comprehensive communication framework that included internal campaigns, campus recruitment presentations, induction kits, employer brand manuals, and communication collateral used across the organisation.

 
 

The campaign received strong internal recognition, including praise from Mike Todman, President of Whirlpool International, who described the work as inspirational. Following the launch of the employer branding initiative, Whirlpool ranked 14th out of 400 companies in the AON Hewitt Best Employers in India 2011 study, reinforcing the effectiveness of the initiative in strengthening the company’s employer reputation.

 
 
 

services

Art Direction

Visual Identity Design

Employer Branding

Internal Communications Design

year

2010

with

Green Goose Design

 
Pryaag

With over 10 years of Experience in Visual Communication, Pryaag comes from a background of business, originally pursuing a business degree from the Shri Ram College of Commerce in Delhi University. Right out of college, he was hired by The Corporate Executive Board (An international consultancy firm), where he made a join ed the design team. He successfully passed the interview test to enlist him in the international brand team as one of 20 Global Art Directors (at the age of 22) and spent the summer training in Washington D.C. as an Art Director. His next step required him to become the Assistant Creative Head at The Communication Council (Green Goose Design) where he helped lead a team of designers and executed several projects simultaneously from different industries. At present, Pryaag is the Creative Director for Web and Branding at RepIndia. He believes in the Science of Design; making it work first, then making it better; and giving priority to the behaviour of the human subconscious when viewing a design.

https://www.pryaagrajprem.com
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