Brand guidelines and brand roll-out

Challenge

Robert Walters are a leading professional recruitment company with global offices spread from the UK to the USA and beyond. They needed to pull the expression of their brand together across multiple territories and touchpoints. They naturally came to us, because of our wide experience with the company and deep branding expertise.

Solution

At Consider, we know that brands have to be flexible if they are to connect with audiences across rapidly proliferating touchpoints, from Facebook to video. Brands need to flex in the way they are designed and they need to flex in the way they are rolled out.

“Marketing people can’t be rigid when it comes to protecting their brand,” says Consider Creative Director Ian Boardman. “So we began by putting together a workshop to help Robert Walters’ international marketing managers change their thinking.”

We ultimately developed a flexible new brand framework for the use of the marketing managers. After an extensive brand audit, we unified and updated the expression of the brand personality across key components, from typography to imagery. We also created specific creative examples for the various touchpoints, with an emphasis on digital media.

Our creative work was wrapped up in a set of detailed, easy-to-use guidelines with clear prompts for action.

Result

Our brand framework gave marketing managers in different territories all the creative resources they required to implement a multi-faceted brand. Its creative expression has come together much more powerfully as a result.

“We’re very pleased with the brand unity Consider have helped us create. All of this has helped to set us apart from the competition.”
Steven Edwards, Global Marketing Director

Get the details

Our branding of the 2009 Annual Report

Our work for a Robert Walters sister company