Potential revenue opportunities were being missed due to low brand recognition and it not aligning with the core values and mission of the business.
Our challenge was to create a harmonious global brand identity that was personable, professional, but not too conventional — “unapologetic and a bit nuts!” were Ayrton’s exact words!
The identity needed to improve brand recognition with Aym Recruitment’s niche target audience (which ranged from Commercial Solar Specialists to EV Charging Experts) and also the US market which was a key focus for new business growth.
We developed 3 brand identity concepts and after minor refinement the client selected their favourite – they found it hard to choose just one to be honest!
The final brand identity focused on modular, contemporary typefaces to represent the edgy, quirky tone Aym Recruitment were looking for. Sharp edges and clean letterforms portrayed a streamlined, efficient business — embracing the modern, tech feel the client was looking for.
The colour palette used strong base tones that were rooted in neon, vibrant accents to mirror the brash, unapologetic business values and tone of voice.
Imagery was bold and vibrant as well reflecting the core personality and values of the business.
