nGenium
Brand Identity Design for nGenium, a Recruitment Consultancy specialised in Embedded and Electronic Systems Engineering.
Design Challenge
nGenium's goal was to establish themselves as an independent recruitment partner specialised in Embedded and Electronic systems and to provide tailored recruitment services to their market: the UK's engineering sector. nGenium's brand identity needed to reflect the company's founders values and vision.
Deliverables
Brand identity design
Strategy and conceptualization
Graphic design and communication
Creative and artistic direction
Website interface design
Social Media
Marketing campaigns assistance
Packaging and merchandising applications
Motion design
Signage and graphics applied to space
Brand Identity
Design Process
nGenium brand identity design process started by getting insights to better define the purpose of the company that was being built. A series of stakeholders interviews were key to understand their core values, what they wanted to do, for whom, or which were the business goals.
Brand exploration and research was fundamental to get to know the target we were designing for. Internal surveys, brand questionnaires, data analytics and competitor analysis were part of the research methodologies used.
Once the purpose of the business, values and perception were clear, all the requirements were put together and the brand identity goal was defined. The visual direction was defined in moodboards, which helped choosing ideas to develop further.
Next step was ideating the solution: this included creating sketches of the logo, brand marks, color palette, typography pairings, graphics and imagery that matched the business values.
High-fidelity mockups of different corporate products helped showcase how the finished brand identity will look like. These prototypes were key to effectively communicate the design process to the stakeholders and receive feedback before getting to the next design step.
The brand identity was evaluated internally and agreed with the stakeholders, the next steps included internal brand styling guide implementation. It was very important to effectively communicate the business and brand values to all employees. Library templates and branded marketing resources were created in order to communicate nGenium’s values cohesively.
![Sin título-1 [Recuperado]_Mesa de trabajo 1-02.png](https://static.wixstatic.com/media/8991e3_b73d003dff6047dcae4b66e891d62e84~mv2.png/v1/fill/w_3905,h_2197,q_90/8991e3_b73d003dff6047dcae4b66e891d62e84~mv2.webp)
Website design
nGenium's website main goal was providing information on the business and services provided to both clients and candidates, as well as other market information such as articles and news. One of the main functionalities developed was the job board, which allow nGenium to post their vacancies and candidates to register and apply directly on their website.
Once the website was launched, the team were able to manage the job applications and CVs directly from the platform and obtain data and metrics on the use of the job boards.
Further functionalities were included after the job board release following the candidates needs and the recruitment team feedback, such as more specific fields on the search form.
![Sin título-1 [RecuperadHHJHo]_Mesa de trabajo 1-03.jpg](https://static.wixstatic.com/media/8991e3_66e18a0deeb84fe5942f4f1e662c2062~mv2.jpg/v1/fill/w_6551,h_3686,q_90/8991e3_66e18a0deeb84fe5942f4f1e662c2062~mv2.webp)
Having worked on this project was both an exciting and a challenging opportunity. I would like to highlight the experience I gained from working together with the business founders on the insights, problems and goals definition, and having full autonomy to design a tailored experience from the data and requirements obtained. I also learnt from the feedback and comments provided from the internal team and the candidate users when the product was launched. Whilst the website was a constant work in progress in order to develop and launch further functionalities to improve customer experience and facilitate services, the brand identity was soon established and successfully adopted by the recruitment team.