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April, 2017

Positioning a boutique agency with a strong rebrand

Sector: Recruitment

Scope: Brand identity, communications and rollout


  • Position Rethink as a boutique agency with a wealth of specific industry and technical knowledge 
  • Establish a point of difference from competitors and facilitate inbound enquiries
  • Motivate internal teams by empowering them with a strong brand

What we did:
The first stage was a series of brand workshops with key stakeholders to establish Rethink’s core proposition, brand personality and values – this informs the brand strategy which in turn is the blueprint for the creative process. Once these core competencies were defined, we set to work bringing their new brand to life.

Having established that that the existing identity held valuable brand equity, we recommended a refresh and development rather than a complete overhaul. The result? A fresh, modern brand, in keeping with their ethos of simplifying the recruitment process for candidates and clients alike. A new secondary colour palette was created, to complement the ‘Rethink red’, alongside a comprehensive set of iconography and an eye-catching vector-based pattern library.

The next challenge was to create their new website, to reflect the new brand look and facilitate the search process for applicants and recruiters. This included an integrated search capability and simplified navigation to greatly improve usability.