Thea new positioning statement suggests that Lumley is different because of its people. It is a compelling call to action for internal audiences and an attractive proposition for prospective employees.

A colloquial expression, created for each value is illustrated using a simple flat colour illustration style that 'borrows' from the iconography style in the corporate brand system. The result is unambiguous, fun and memorable.

The word 'outshine' represents the value 'excellence'.

As part of the initial campaign to launch the internal brand, a screen saver was designed and produced as a reminder of Lumley's five values.

In contrast to the slick and polished Flash animations we usually see, this stop-frame animation style using cut paper suited the imagery and was a breath of fresh air.

The title and content of the internal launch booklet persuade the reader to take a close look at Lumley's strategic intent and values and to look deep within themselves and align behaviours.

The book has become known as Lumley's corporate guidelines, but it is far from corporate-looking. It is highly visual, an easy read and printed in nine spot colours with a foil blocked cover.

Lumley's mission statement is cleverly illustrated in two parts, using common shapes in both illustrations.

Look inside educates Lumley staff during the launch of the internal brand. Desk-dropped in personalised envelopes and accompanied by a letter from the CEO, the book reiterates the importance of building a values-based culture.

The iceberg illustration clearly shows the relationships between vision, mission, strategy and values.