Treat Week
A brand built for a sale.
Workhuman’s fall Store Sale had no identity of its own. Every year it borrowed whatever campaign assets were lying around, and employees treated it like background noise instead of a moment worth opening an email for.
Scope
Brand identity and naming, campaign design, multi-channel rollout
Context
Workhuman internal campaign
Delivery
Logo system, color palette, digital + print + social
Status
Launched September 2025
01 — The Brief
Each fall, Workhuman runs a store sale for US employees, a limited window where recognition awards stretch further across house, home, fashion, and electronics. Promoting it meant hitting every internal channel the company uses to reach its people.
What didn’t exist was a brand. The sale had a name, Treat Week, but no logotype, no color system, no illustration direction. Every prior year ran on borrowed Workhuman assets, which made it look like a company announcement rather than an event employees would actually anticipate.
The Constraint
- Must feel distinct from Workhuman brand
- Must feel cohesive across digital + print
- Must work for any customer’s store program
- Must ship in 4 weeks
02 — Identity Exploration
“Treat” and “week” together read as indulgent and time-limited, which is exactly the emotional territory the sale needed to occupy. The exploration started there:
What does a brand look like when its whole job is to make employees feel they’ve earned something?
Over 30 directions covered typeface pairings, palettes, and logotype approaches before the system locked. The key decision was splitting “treat” and “week” into distinct typographic voices rather than a unified wordmark: Archivo Black for “treat” (bold, grounded, confident) against a handwritten script for “week” (warm, informal, a little excited). The tension between them reads as both official program and genuine treat.
03 — The System
The system is built for white-labeling: every template carries Program Logo and Company Logo placeholders, so any Workhuman customer running a store program can deploy it as their own. That constraint shaped everything. The confetti and shopping-bag illustrations feel bespoke without clashing inside unfamiliar brand contexts, and the palette runs light and dark modes off the same six-color accent set. Arial carries body copy because every touchpoint had to render without font installs, from email to intranet templates.
04 — Applied Formats
The campaign ran across US employee communications for the sale window, September 22–26: digital signage, email, intranet, social, and the Workhuman Connect platform, all pulling from one system.
The same white-label templates ship to customers running their own store programs.
05 — Impact
One brand, built once, running across six surfaces and any client context — without a single designer on the deployment side.
6 formats, one system
Every employee touchpoint, digital and print, pulled from the same modular kit
White-label by design
Logo placeholders ship in every template, so the system deploys into any client brand
Zero-designer handoff
Templates the People team extends without design support
4 weeks
Concept to launch, sole designer
Light + dark, one palette
Two primary surfaces sharing one six-color accent set
Named, not just designed
Treat Week replaced a label with a brand employees anticipate