The People Co. comprises a team of consultants who help clients fill, and candidates find, permanent and interim roles within the food and consumer goods sector.
CPA Recruitment (as it was then known) asked us to reposition the businesses. This required a whole new brand identity including a new name, tone of voice and visual communication palette.
We were also asked to devise and create a relaunch campaign to help them communicate the change to key clients to mitigate the potential for any confusion or frustration.
What we delivered
We conducted workshops with key staff in the UK and North America to really understand what makes the business great. It quickly became apparent that the business was built on people. People were the reason it existed (i.e. clients and candidates) but also the people behind the business (the staff) made the business what it was. We therefore enshrined the word ‘people’ into the new name. Meanwhile, the ‘Co.’ element emphases their strong sense of ‘team’ (they’re a company of people) and underpins their professionalism and heritage. We complemented the name with a friendly yet professional tone of voice which allows for humour (in the right places).
The visual branding is primarily monotone, to convey a smart and professional image complemented by pops of colours to aid navigation and colour photography. The ‘P’ logo marque lock-up is made up of shapes: as a whole, it can be used as a window to hero photography but it also breaks down into its constituent parts to create patterns and icons.
Find out more about the client here.
What they said
“After 37 years’ service within our sector, we decided to rename and rebrand as a business. With little understanding of how best to do this, we engaged with Sherlock who guided and supported us through each stage of the process to ultimately deliver an exciting new, vibrant brand, which we are extremely proud of. From start to finish, it has been a pleasure working with the Sherlock team.” James Constable, Director of Talent