Chico’s came to Brandemix with an HR branding request that was a pretty tall order. They sought to create a stylized HR Identity that could be used as signature element to all their HR initiatives – one that would reflect the brand’s commitment to timeless, sophisticated style and could be also used as an umbrella for all their sub brand HR communications as well.
As we were to begin with rebranding their Mission and Values, we proposed using a symbolic representation of their culture- the ampersand. Just as the ampersand elegantly connects two ideas, it symbolized Chico’s dedication to uniting fashion and function, individuality and community. Equally important, the ampersand was at the heart of everything they do. It symbolizes how Chicos blends individuality with community, creating a space where everyone’s unique contributions could come together to form something greater. The symbol also tied directly to their mission: to inspire women to feel confident, empowered, and beautiful in their own skin.
Because it was so important to all that came next, there were a number of design iterations before we landed on the one that ultimately and undeniably was THE ONE. (Or the &.)
The & became the cornerstone of all communications, from their mission, vision and values and employee handbook to their benefit communications.
It was also showcased through initiatives like The & Awards, which recognized employees who go above and beyond in embodying the brand’s values. By honoring people who consistently contribute to Chico’s success, The & Awards reinforced the importance of each individual’s unique contributions while highlighting the collective strength that defines the culture. In this way, the ampersand became more than a logo—it’s a symbol of recognition, unity, and the belief that together, Chico’s employees create something greater than the sum of its parts.
