Suan designs employer branding for Coop
The redesign of Coopjobs.ch is intended to show that Coop promotes an inviting workplace culture. Suan Conceptual Design has both redesigned the online recruitment platform and defined a visual identity for the entire employer branding.
With the redesign of its employer branding, the retailer wants to emphasize its commitment to inclusion and diversity and provide a convincing insight into the company's vibrant culture. The aim is for visitors to Coopjobs.ch get a real feel for Coop's culture and values.
This was achieved through the newly defined visual language. Models on the one hand and employees in their actual working environment on the other represent the different roles within the company and were available during eleven extensive shooting days. The resulting Captured authenticity is designed to make it easier for potential employees to connect with Coop on a personal level and develop a sense of belonging.
Contemporary graphic design
Designing a look and feel for Coop's employer branding involved not just a visual overhaul, but a strategic endeavor to authentically represent Coop's branding. The contemporary graphic design - also implemented by Suan - is intended to strike a balance between incorporating Coop's existing brand elements and differentiating the job portal as a unique point of contact for current and potential employees.
Managing diversity in the Coop Group
According to Suan, a comprehensive redesign is no easy task for a diverse company like Coop. Collaboration with in-house IT played a crucial role in the seamless integration of the new design into Coop's existing digital infrastructure. This collaboration extended beyond the online portal to templates for social media, graphics, icons, images and films. Close collaboration with photographers and filmmakers also ensured that every aspect of the redesign reflected Coop's commitment and design concept.