In late Winter 2022, the Global Diversity Director of H&M reached out to a local Memphis agency, Ray Rico Freelance, to interview them as a candidate to help develop six separate brands for the company’s distinct colleague resource group programs. The agency landed the contract and had the task of creating individual brands for VIBE (Voice of Internal Black Excellence), APIC (Asian Pacific Islander Colleagues), WeCare (Caregivers), UNIDOS (Latinx), PrisHM (LGBTQ+), and HER (Women).
Over the following several weeks, Ray Rico Freelance conducted research, developed concepts, and created branding for the six groups. In early Spring 2022, H&M launched the brands and introduced the groups company-wide.
Ray Rico Freelance is a multicultural design and media agency in Memphis, Tennessee. Their uniquely talented team honors a commitment to diversity and equity within the company, throughout the community, and with their clients’ projects.
Client: H&M Global Diversity
Challenge: To establish six (6) unique brand emblems that worked as singular logos or as a set. Keeping with the brand elements, fonts, and color palette, we were asked to develop brands that represented each unique group.
Solution: Our agency did research on the company overall as it is a global leader in the fashion industry. We used fonts, elements, and icons to create patches or labels designed to give a nod to apparel.
Outcome: The client launched the overall branding for all groups in early Spring 2022. You can see the examples here.
Client Feedback: The project lead, Joey said:
“Daphne and Randall have been great with communication and last-minute changes. We have everything we need now and the launch went great. Everyone is really impressed with the CRG logos and loves the I&D By Design logo.”
