Case Studies
CQ Recruitment
The Situation
Colac Otway Workforce was a recruitment company that originated and grew in regional Victoria. Throughout almost 10 years of business, they were one of the best known recruiters in regional victoria, and were expending to Geelong and Melbourne. Colac Otway Workforce was also starting to expand into the executive recruitment to appeal to inner city markets.
They approached us to develop a new brand that would be comfortable with their existing clients, while allowing them to compete with large recruitment agencies in metropolitan areas. The new identity would also need encompass all the regional "sister" brands they had created over the years.
Launch Project
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CQ Recruitment
The Solutions
In order to create an identity that would fit with the company's values, while allowing them to grow, we walked the through our comprehensive Branding Process:
1. Strategy: we held a meeting with company directors to understand the strategic objectives of the firm. We then conducted research to determine the state of their industry and identify the position their brand will occupy in the market.
2. Staff Input: We lead a half day workshop with the company's employees to integrate their input and opinion into the naming process. Throughout the day we uncovered the personality of their brand, and settled on the key values that would take their company forward. At the end of the netting we had several solid names that everyone was happy with.
3. Final Name: We selected the final name: CQ Recruitment, as assisted with the registration process and set up.
4. Logo: We presented the company with a variety of logo concepts in order to narrow it down to a final few. We then fine tuned the colours and fonts to create the final logo.
The completion of the new brand, was just the beginning. Next we worked with newly named CQ Recruitment to provide them with all the necessary elements to take their new brand to the market, including:
The employees have embraced the new website which has a comprehensive content management system allowing them to manage the pages and copy on the site. Staff can easily ad jobs, manage applicants and communicate with clients and candidates.
Launch Project
CQ Recruitment
The Results
CQ Recruitment is proud of their new brand, and incredibly comfortable with expanding into new markets under this united identity. Their staff have embraced the website's functionality and are regularly updating content and adding jobs. It has become central to their business. CQ Recruitment has used their rebranding as n opportunity to communicate with their existing and potential clients creating a buzz in the market. They have created brochures and mail-outs generating interest for the new brand. Their future looks exciting as they enter the city markets and continue to build up the brand.
Launch Project
