Branding for an innovative recruiting start-up

Description

Unlike traditional recruiting firms, Backpack Talent specializes in serving the needs of high-growth start-ups, making them the go-to resource for finding top-tier talent who can thrive in fast-paced, innovative environments. Their deep understanding of the start-up landscape allows them to identify individuals with the skills, mindset, and entrepreneurial spirit necessary to drive companies forward.

Project Overview

I led the Backpack Talent team through a brand positioning and values workshop where I gathered the information necessary to begin the branding project. After the workshop I consolidated their input into a brand positioning statement, personality overview, a brand promise, and identified their market differentiation. From there I created visual concepts to enhance.

Font: Acumin

Tools: Adobe Illustrator, Adobe Photoshop, Figma

Phase 1: Brand Discovery

For the initial discovery phase of the project I led the founders of Backpack Talent through a branding workshop. During the workshop I led them through three activities. The first activity focused on Simon Sinek’s Golden Circle where we uncovered the Why, How, and What the start-up does. The second activity focused on what makes them unique and different in the market. The final activity focused on voice, personality, archetypes, and target markets.

Brand Platform

Following the workshop, I synthesized the insights gathered and formulated a Brand Promise, Personality, Positioning Statement, and Differentiation Overview. This compilation of information played a pivotal role in deepening my comprehension of Backpack Talent and was instrumental in devising essential benchmarks for the founders to gauge success throughout the Design phase.

Phase 2: Design

After approval for the Brand Platform document and the selection of a moodboard direction by the clients, I embarked on crafting two iterative rounds of brand concepts. Our collaborative discussions encompassed elements such as color schemes, photography preferences, and illustrative choices. The resulting brand I developed seamlessly integrated motifs associated with backpacking and adventure, aligning harmoniously with the elements within the company's logo and appellation.