Connect came to March to redevelop their branding, website and print collateral to reflect their growth into executive recruitment and new international markets.
Formed in 2010 as Connect Financial Recruitment, the company experienced a high growth rate and by 2016 realised their original branding and website were not representative of their clientele and candidates. Evolving from humble beginnings in financial recruitment into moving into executive and interim search, the website and identity had fallen behind, resulting in inconsistencies with their messaging and target audience.
Connect's visual identity was refreshed to match their new brand alignment and messaging. The palette evolved from mid-tone greys and sky blue to navy and silver - colours redolent of trust and establishment - with a coral accent for vibrancy.
The typeface was changed from Eurostyle (a very restrictive font family) to Lato, a modern typeface designed in 2010. The semi-rounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness.
Upon completion of the visual identity we produced a 12 page brochure that introduced the logo, logotype and usage rules. A supporting e-mail campaign was also commissioned to officially notify Connect’s subscriber base of the brand refresh.
We began the website design process by creating interactive wireframes to show content layout and to highlight the user journey through the new site. The wireframing and information architecture was a highly collaborative process. It was important to enable the Connect to provide feedback at every stage of the process as doing this would result in a stronger end product.
Through the design phase we worked very closely with Connect to bring the high fidelity concepts to life. The site adopted a mobile first approach, ditching the traditional ribbon navigation in favour of a mobile (hamburger) icon with a fly-out menu. March also directed the third party photographer for the custom profile and lifestyle images, providing them with clear guidelines for composition, tone and size.
The website CMS was developed to allow the consultants at Connect to efficiently manage all aspects of content, from copy and imagery to visual aesthetics and SEO.
The copy and imagery were completely revised as part of the re-positioning process and to give a much clearer and more succinct message to website visitors within their target demographic.
New content sections were created for the new website including the addition of testimonials (again cross linked and dynamically displayed according to service type), team member pages and critically a new blog section. The latter allowing Connect a new avenue to publish unique Insights and company news on a regular basis, as both a repository of authoritative industry information but also as a lead generation tool for content marking activity.
The entire solution was extremely well received by Connect, from the core project element of the revised identity and website through to the supporting marketing activities of brochure, e-mail campaign, staff e-mail signatures and social media assets.
The brand’s positioning was successfully realigned from a locally based financial recruiter to a global executive recruitment specialist. The user experience has been dramatically improved with the essential addition of mobile responsiveness, a more accessible and flexible main navigation, cross-linked content panels to share related Insights, Opportunities and staff details, and careful design consideration of the layout and content flow.
Connect required a rebrand and new website that would represent our growth into more executive and international markets. March understood this brief and delivered to the highest quality. Their collaborative approach allowed us to feel involved at every stage of the process and their speed of response throughout was impressive, and ensured the project maintained momentum. We would fully recommend March to any company looking to take their website and branding to the next level.Andy Naylor