The Proud Awards scheme encourages staff across the Thomas Cook Group to live the brand values and to make the company vision a tangible business reality. Each letter represents a business value, which can be measured. Rather than designing the usual metal or glass object, we created 3D letterforms, each handmade and hand decorated with an explanation of each value. Two special awards were created for exceptional achievement which featured the entire word PROUD.

Thomas Cook asked us to come up with an inspirational identity for their 2005 conference, which would reflect their current group-wide ‘obsession’ with customer service.