MB Group
Miljonbemanning is a 10 year old staffing and recruitment company. Three friends- Ali, Saleh and Shafik started this company because they wanted to get their friends hired. Miljonbemanning has doubled in size every year in recent years and has grown in complexity beyond its original service offering.
Service
Art Direction
Brand book
Brand narrative
Brand platform
Brand strategy
Naming
Visual identity
Client
Miljonbemanning
Year
2022
Role
Team Lead, Project manager
Team
Art Director: Cleo Jean McColgan
Designer: Catalina Pizarro Riquelme
Copywriter: Jack Davis
Challenge
The brief was to build a new visual identity that allows the brand to appeal to white collar job seekers as much as blue collar job seekers.
Their current branding has had great publicity but is limiting them to be only known for staffing.
Also we had to help come up with a new name that umbrellas all that Miljonbemanning does and allows the possibility of sub-brands.
Process
Debrief and brand discovery-
We conducted desktop research, competitor analysis and quant surveys to understand customer perception
Brand strategy-
My team mate and I facilitated a workshop with founders.
We used brand personality slider, values pyramid and brand positioning graphs as tools to align visions
We also used the workshop to come up with a name together
Brand design
Created Stylescapes to give an overarching visual idea, logos and the brand book
Outcome
We created a cohesive brand that still reminds one of their legacy while being more modern and prominent.
The possibility of sub branding allows them to grow and still retain the style.
Met the brief in it's entirety.
Feedback from Lindsay Tingstrom- " Good coverage on your research process - gathered lots of insights and made it mean something"
Brand book pages
Visiting Card
Visiting Card
Branded cap design
Jack and I facilitated a workshop to understand the brand better and come up with a new brand name
The Feedback
From the client:
" It shows that you got the feeling"
" We have a lot of things to do now, you gave us a good foundation to start"
From our Industry expert Lindsay Tingstrom:
" Good coverage on your research process - gathered lots of insights and made it mean something"
" Solid Brand Platform"