Evolving a brand fulfilling its own ambition to become Europe’s leading recruitment consultancy.
Nigel Wright connects people to great opportunities.
Tasked with evolving the brand’s look and feel to better align with its heritage, standing, and ambitions, we were struck straight away by the team’s passion, energy, and commitment to personal service.
The six-million-dollar question was, how could we evoke that sense of connection, of energy and excitement, at a glance?
The answer was in that personal touch: we connected the N and W – the essence of the brand – into one unified, flowing, dynamic signature.
We retained the brand colour green, symbolic of growth, money, and positive mental wellbeing – all great associations for a recruitment brand. And to infuse it with new energy and brightness we added a neon grad effect.
The result is an immediately recognisable signature that evokes the upward trajectory of a successful career path, and which can be used to bring life and flow across the business’s full suite of assets.
For launch, this suite encompassed:
- Website
- Animation for web and social
- Social media assets
- Brochure
- Internal communications assets
- Email to clients, candidates, and international executive database
The qualities of the Arboria typeface align perfectly with the Nigel Wright brand values, with the open letterforms evoking a sense of honesty and trust. Using lower case for the logotype adds an air of approachability and helpfulness, while the bold weighting projects confidence, strength, and breadth of knowledge. We also chose to omit the dot from the lower case i in the logotype, creating a uniquely ownable look and feel.
As Nigel Wright is all about people, its photography celebrates that. Images are beautifully shot and carefully selected for their natural, reportage style. Think real people captured in the moment, not models in staged scenarios. A new bank of abstract imagery, chosen for its uplifting colours and associations with innovation, brightness, and modernity, complements the people photography and adds interest and intrigue, keeping visual assets fresh.
The inbuilt flexibility in the new brand signature means we can use it as a much larger, eye-catching statement, as well as simply a memorable part of the logo lockup, depending on what’s most effective for the format in question.
Results
The team at Nigel Wright loved the new branding and the fact that it was rooted so firmly in the firm’s heritage, values, and personality. Because of this, they really got behind its public launch, resharing it on their social channels and lending a personal endorsement to the new look and feel in a fitting demonstration of the authentic human touch and wholehearted commitment that the brand is renowned for. External response has been overwhelmingly positive.