StarMedia Toronto Star Employee Total Rewards Identity

We developed a successful benefits brand identity that reflects The Toronto Star/Star Media Group’s Human Resources strategy to break down the different employee benefits and simplify overly technical, unmanageable information.


The benefits brand identity was rewritten (by Kapel and Associates),  to encourage and demonstrate commitment and loyalty, and communicate complex information in a friendly manner. The brand identity kept the employee benefits simple and easy to navigate, allowing employees to search information such as AD&D, EAP, Health and Fitness, without depending entirely on the HR department.