The Carter Way

The Carter Group

The Carter Group asked us to illustrate their five essential corporate identities which are “Passion for Excellence”, “Respect for Relationships”, “Collaboration and Teamwork”, “Success Thinking” and “Proactive Responsibilities”. Drama is a Japanese doll that is hollowed and round. “Fall seven times, stand up eight” is a phrase often associated with Drama for its iconic round shape. It essentially means never give up and keep trying, which worked well with the identities hence the Daruma appears across all the images. To demonstrate the individual personalities of each employee, different facial expressions and colours were added to each Drama doll.