Truly Deeply/Madly

Re-branding Recruit­ment

For four decades McAthur has forged an envi­able rep­u­ta­tion as a multi-specialist National recruit­ment com­pany focus­ing on exec­u­tive, per­ma­nent, tem­po­rary and con­sult­ing solu­tions for clients. As a 40 year-old busi­ness under­go­ing gen­er­a­tional change, the time was right to re-frame the McArthur brand, its go-to-market propo­si­tion and its brand image.

McArthur as a busi­ness had evolved organ­i­cally as had its brand visual lan­guage. The re-branding pro­gram was as much about cre­at­ing a spir­ited and con­tem­po­rary visual lan­guage as it was about devel­op­ing sys­tems to ensure a con­sis­tent and organ­ised mes­sage uni­fy­ing state offices and con­sol­i­dat­ing uni­fied brand com­mu­ni­ca­tion to the market.

Peo­ple Power

We cre­ated a brand iden­tity sys­tem that made McArthur peo­ple the heros. This became a won­der­ful and enrich­ing expe­ri­ence for us and McArthur. The stu­dio got a real insight into the inner work­ings of McArthur, help­ing us to under­stand the McArthur peo­ple and what their com­pany means to them. The photo shoot also cre­ated a real buzz around the office and it gave the McArthur team an oppor­tu­nity to be part of the future look of their com­pany. We, col­lec­tively not only talked the talk of our brand essence – ‘Best Peo­ple Fit’, but walked the walked as well.

The hand crafted style of the sig­na­ture brand mark gave McArthur a unique brand prop­erty in the recruit­ment and ser­vice space. McArthur has been fam­ily owned for 40 years and the sig­na­ture style brand mark ref­er­enced the hands-on style of the com­pany founder John McArthur. A pos­i­tive attribute in their mar­ket place. The pho­tos and the sig­na­ture brand mark com­bined to form the basis of the unique visual lan­guage. The sig­na­ture stands behind the McArthur peo­ple reflect­ing the way McArthur stands behind all of its people.

The ben­e­fit to the McArthur busi­ness has been tremen­dous. The McArthur peo­ple have engaged with their brand on a level that has built mem­o­ries and last­ing emo­tional connections

If you’re inter­ested in iden­ti­fy­ing your great­est brand asset, give us a call, we’d love to help you find it and lever­age it to build your brand equity.

Lach­lan McDougall
Creative

This entry was posted on Wednesday, January 20th, 2010 at 1:43 pm and is filed under Brand Agency, Brand Design, Brand Strategy, Brand Voice, Brand-Storytelling, Corporate Image, Creative, Experiences, Graphic Design Melbourne, Our Work, Small Brands Big Personalities, Visual Language. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.