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ORAM – The Grand Club
By : Maître D inc.
GRANDS PRIX DU DESIGN – 17th edition
Discipline : Communication & Branding
Categories : Brand Design / Brand Identity Creation and Update
The ORAM family business has been a winner of Canada’s best-managed companies program for several years. In their striving towards excellence for over 54 years, the company’s managers are keen to become more involved with their teams, both on site and in the office.
To optimize its staff experience and leverage its recruitment process, ORAM called on Maître D to create a distinctive employer branding, tailored to its corporate image.
The key is to identify the staff’s interests and transpose them effectively into the professional context. Sport dominates: some members are on an amateur hockey team, and they immortalize professional retirements by the symbolic retiring of their hockey jersey. With these initiatives already underway, employer branding becomes ORAM’s Grand Club.
Make it with the Grand Club
The friendly, rallying spirit of a hockey team is akin to the sense of belonging that prevails at ORAM. Everyone has a common goal, and each member contributes to the team’s success. The “Make it with the Grand Club” tagline then speaks for itself.
Thematic imagery illustrates the sports context. The logo is reminiscent of the engravings on a medal, while the stars and the “C” for the team captain highlight the performance and contribution of team members.
A specially designed lexicon mirrors sports commentators’ vocabulary, adding to the concept’s realistic feel. The use of playful expressions and colloquial language reflects both the construction and sports sectors.
Team spirit prevails
Social media, internal communications and job postings: the Grand Club d’ORAM meets the need for representation of this close-knit community.
In a competitive environment like construction, ORAM puts its advantages and values first. These essential brand elements contribute to recruitment and brand popularity. ORAM prioritizes excellence and is now focusing on achieving exactly that with the Grand Club.
