Establishing a brand with personality
The UK’s recruitment industry is valued in excess of £40 billion. As it continues to grow, there is a greater need to reposition and/or align one’s recruitment business with current trend and growth.
Hamilton Mayday is an established and independently owned recruitment consultancy with over 30 years’ experience of introducing high quality talent into the hospitality and catering industry.
With a strong presence in the market, Hamilton Mayday needed to address the business’s client relationship and improve their entire user experience - from client to candidate, as well as to their own staff.
Hope & I Design took a view that a new brand identity system was needed, with a unified brand structure that really showcases the business’s experience and their talented team.
Through discovery and research, we looked at how similar businesses handled their client services, candidates and their staff needs. We made every effort to find out what worked and what did not.
After careful consideration, we decided to create a conjoined user journey for client, candidate and staff. This would form a consistent framework for the business and unify its brand experience from all angles.
Hope & I Design was awarded the contract for the following reasons:
- In-depth understanding of the market
- Experience branding in the market
- Recognising the issue and offering short- and long-term solutions
- Brand strategy - market surveys, personal interviews and focus groups
- Understanding of building a brand personality and how the user engages with it
- Deliverables that far exceed client expectation
- Customer satisfaction
Working alongside Hamilton Mayday, Hope & I Design established a strategy aligned with the brand’s ambition and their audience’s desires. Included in the Brand Identity System, Hope & I Design took a holistic approach to delivering a consistent brand identity and messaging across various applications.
We also brought their personality forward to establish an experience that expresses their brand point-of-view with three separated massaging:
- Find your happy
- Explore your horizon
- Unlock your potential
The corporate identity includes a monogram logo, supporting typefaces, imagery and symbols that, when combined, form a clean visual representation of Hamilton Mayday’s brand personality. Its specially drawn icons encompass the brand’s connection to its clients and candidates, as well as the people they care for - the staff.
Three symbols follow the same style as the monogram and are used to summarise their potential journey with Hamilton Mayday.
Hamilton Mayday’s publication and literature set the professional standard, through which they can communicate the organisation’s strengths and ensure the visual impact is maximised.