Pluxee
Bringing more of what matters to employee engagement.
When it comes to the world of work, employees are in the driving seat like never before. With much talk of the ‘Great Resignation’ and increased expectations around flexible working, it’s clear that a job today represents more than just a pay cheque. As well as a better work-life balance, employees want to be seen as individuals rather than ‘workers’ and want their professional efforts to be both recognised and rewarded. Observing this shift, employers are thinking about the best ways to attract and retain talent – and are looking at the role that employee benefits might play.
Sodexo Benefits & Rewards Services (Sodexo BRS) has been enriching employees’ lives with its benefits solutions for more than 50 years. But it needed a new and differentiated global brand to support its strategic desire for greater independence from parent company Sodexo Group, powerfully express its tech-enabled, consumer-focused positioning, and reflect its new name – Pluxee.
In short, the new brand needed to articulate Pluxee’s role as an amplifier, making life better for employees and their families through a range of innovative benefit solutions and digital platforms. This is the story of how we brought more of what matters to employee engagement.
SERVICES:
01. Brand strategy
02. Visual identity
03. Film and animation
04. Activation
Our work with Pluxee
01. Brand strategy
02. Visual identity
03. Film and animation
04. Activation
To create a global brand that felt distinct and differentiated, we crafted a new positioning that focused on opening up a world of opportunities to help people enjoy more of what really matters in their lives.
At the heart of this positioning is the idea that Pluxee isn’t just about more – but more of what matters. This intentionality is important; it’s recognition of the fact that it’s often the small and unexpected things in life that make the greatest difference to our overall happiness and wellbeing. This sentiment is reflected in Pluxee’s product offer, which includes everything from meals, gifts and culture to wellbeing offers, rewards and recognition.
As well as further defining Pluxee’s value proposition and ensuring it was adapted meaningfully to different audience groups, including employees, we helped better express the company’s purpose and introduced new personality traits – optimistic, relentless, considerate and dedicated. These were chosen to reflect Pluxee’s position as a consumer-focused, tech-enabled and inherently purposeful brand; a brand that consumers, merchants and clients want to interact with and make part of their everyday lives.
Our work with Pluxee
01. Brand strategy
02. Visual identity
03. Film and animation
04. Activation
The new brand feels joyful and dynamic; it conveys Pluxee’s optimism and relentless energy, its visionary spirit and progressive attitude.
Within the new logo sits the x-mark, a bold and confident expression of how Pluxee amplifies the everyday. As a graphic device, its flexibility reflects the infinite opportunities represented by the brand itself: it can be used to highlight what really matters in life or to express connection – between consumers and their families, friends, merchants or employers. In its purest form, it represents simplicity and stillness in a world of noise and distraction, and helps anchor the brand in what really matters.
Our work with Pluxee
01. Brand strategy
02. Visual identity
03. Film and animation
04. Activation
To activate the Pluxee brand, and generate excitement among employees, clients, investors and the media, we created three films to tell the story of the brand’s creation and purpose. These films are imbued with Pluxee’s optimistic spirit, and include key messages for different audiences.
The application of the x-mark brings pace and variety to the films – amplifying messages, connecting photography and acting as a keyline to frame moments of interaction between employees, co-workers, friends, merchants and families.
Our work with Pluxee
01. Brand strategy
02. Visual identity
03. Film and animation
04. Activation
The new brand was unveiled to Pluxee’s 5,000 employees, 500,000 clients and the wider world in June 2023, and is now being rolled out across 31 markets, including Europe, Asia and South America. The list of brand touchpoints is exhaustive: from a range of payment cards, apps and Pluxee social channels to office environments, merchandise and campaign materials.
To support the brand roll-out, we also created a comprehensive and easy-to-navigate set of brand guidelines, covering everything from logo, x-mark, colour and typography to photography, icons, illustration and tone of voice.
