**Not so corporate, corporate values.** Following Brown Thomas, Arnotts is the second of Ireland’s leading department stores to be acquired and welcomed into the Selfridges Group. Whilst outwardly both brands would retain their individual identities and unique customer bases, internally they were to be considered one company. To formalise and celebrate this union we were tasked with creating a single, unified, internal corporate communications and values platform. After in-depth workshops, research and discovery we developed a system that united both brands with a consistent voice, look and feel but still allowed for their own identities. We understood that what happens behind the scenes within corporate culture trickles down to the shop floor, and out the door, hence the importance that these values resonate with all teams. Our approach was clean, typographic and copy-driven, easy to implement in-house by HR teams and that brought a little joy to staff every day. We utilised the individual palette to skew communications either way. Deliverables: Strategy, Tone of Voice, Copy Writing, Art Direction, Design, Printed Ephemera, Environmental Graphics and Systems.