Future-proof branding for a recruitment agency with purpose

1.

Brand research

Mind Detect had to establish itself in a highly saturated market. But as we analysed competitors, we began to spot opportunities for Mind Detect to stand out.

Mind Detect possesses strong ethics, an excellent network and a profound belief that recruitment is about building relationships between people. Our research concluded that the brand should showcase these strengths and points of difference.

2.

Brand strategy

Brand strategy workshops help us dig deeper into the purpose of a business. Mind Detect has in-depth industry knowledge and years’ of experience recruiting talent for technology providers. Past client feedback gave valuable insight into the views of their target audience.

Brand positioning

The brand positioning established Mind Detect’s core purpose, brand values, brand personality, mission and vision for the future. It also highlighted what makes Mind Detect different to its competitors.

The brand positioning now influences every aspect of the business: its name, design and even the way it’s run day-to-day.

Brand naming

We launched a rigorous process to find the right brand name. It had to align with the brand values. It also had to be meaningful, original, protectable and available to register. The Mind Detect name met all of these requirements.

Brand messages

After developing the brand values to inspire the company founders and future employees, we produced key messages for external audiences. We crafted Mind Detect’s unique value proposition and summarised the core benefits they offer clients and candidates through their services.

3.

Brand design

Our research included dissecting the design decisions behind similar brands. Then we created mood boards to set the direction for the visual identity during the strategy phase.

In today’s visually cluttered word, the simplest designs stand out the most. So we always strive for simplicity in brand design.

Logo design

In Mind Detect’s logo mark, we captured the idea of finding the missing piece that completes something bigger. We created a visual representation of matching candidates to organisations with the same culture, values and aspirations.

Visual identity

Our efforts to find a meaningful brand name paid off, as we built the visual identity around the name. The word ‘detect’ inspired the design of the sonar or radar-like brand expression. It also enabled the brand to come to life through animation.

The founders were fully engaged throughout and helped refine key aspects of the identity, like typography and colour palette.

4.

Brand implementation

Mind Detect’s focus on the tech industry meant the brand implementation also centred around their digital presence. We created:

• animations,
• icons,
• e-signatures,
• digital and print-ready stationery,
• website with CRM,
• social media profiles,
• brand guidelines.

Web design

We devised the structure and design of Mind Detect’s website, working closely with the founders. Copywriting and web development services were delivered with Search Engine Optimisation (SEO) best practice in mind.

Brand guidelines

The brand book will ensure the brand can continue to exist consistently and coherently beyond the brand creation project.