Our Leeds studio has created a new brand identity, guidelines and collateral for independent design and digital recruitment agency, Craft.
Leeds based Craft, which caters for design and digital agencies in Yorkshire, appointed Elmwood to create an identity as unique as its approach to recruitment, and to stand out from the crowd in a typically lacklustre industry.
Craft wanted an identity boldly different and distinct from the norm, which would attract creative candidates and capture the eye of the Leeds agency scene.
With Craft’s business approach at the heart of the thought process, we developed an idea based on a flexible branding system. Made from individual elements that fit together to form the brand marque, the system allows for an almost infinite number of marques to be created for individuality. So, no two logos appear the same – just as no two job seekers or agencies are the same.
The modular pattern elements of the logo and the simple colour palette come together to form a strong brand toolkit that Craft can use to ensure that at every touch-point, be it a business card, a job application form or a tweet, a client or a candidate is experiencing something individual to them, but which also feels distinctive and recognisable.
Ollie Langridge, Senior Designer at Elmwood, says:
As a creative agency, we’re the exact target audience for Craft, which was a big help when it came to getting into the mindset of who the brand wants to talk to. As with all projects, we went wide with our initial concepts, working closely with Craft to identify a clear brand proposition, before refining the big idea of ‘finding you the right fit’.
To really play to Craft’s big idea that no two candidates are the same, we developed a modular system allowing the brand to appear differently every single time it’s interacted with. To enable the system to work effectively we created 100 variations of each letter in the word CRAFT – which means there are a staggering 10,000,000,000 possible logo combinations available to use.
Using this system we created an initial suite of 300 completely unique items of stationery and print. Even the social media designs and email signatures are randomly generated to push Craft’s approach of uber personalisation. We also created brand guidelines and directed the tone of voice for all brand applications, from the tagline to the website.
This unique brand system follows through to the website – every time a user visits the website they experience something different; an algorithm ensures that the background and links change to a different brand colour, and the brands shapes featured throughout the site also change. To add to this further, the animation, which is held on the homepage, ticks through several the variations of the logo.
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