Amway is a company of direct sales and network marketing (established in 1959); it is specialized in the production and sales of personal care products, household chemicals, cosmetics, dietary supplements, etc. In the Russian market since 2005.
The Studio was asked to develop the design concept of the «Guidelines for the customer service for employees». We were to «re-arrange» the set of corporate standards of appearance, behavior and speech communication required of Amway employees in a series of compact, functional and memorable booklets that communicate the company’s core values.
We found a non-standard solution: we took as the basis for our design the graphic style of the classic American comic books, but instead of hand-drawn illustrations, we used photographic images. Our copywriters wrote the texts for the «bubbles» in dialogues between the characters. Our photographers conducted a photo shooting session with real employees of Amway’s Moscow office. The result was a handy and entertaining format of a comic book in two versions: a sizable booklet and a wire-bound «memo book».