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Woodrow Mercer Tech

Rebranding for Woodrow Mercer Tech, a Consultancy specialised in Technology Recruitment

Deliverables

Brand identity redesign

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​

The
Design Process

Woodrow Mercer Tech rebranding process started by getting insights to understand the reposition and new focus of the company. They shared its history and values with other Woodrow Mercer Group companies, covering different areas such as Finance, Healthcare or eLeaning. The Technology division goal was to reposition themselves as a separate business and focus on their market: the Tech sector.

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A series of stakeholders interviews were key to understanding the shift, what they were seeking, for whom, or which were the new business goals. Woodrow Mercer Tech already had its audience on the Tech market, so internal insights and data were fundamental to get to know more about them. Other methodologies such as surveys and internal brand questionnaires were used to understand the background of the company and the pillar values that motivated change.

Once the new purpose of the business, values and perception were clear, all the requirements were put together and the new brand identity goal was defined. The new design had to take its roots from the previous branding, a core logo for all the businesses within Woodrow Mercer Group, but the research phase showed that visually, the new core values and philosophy were far from their current brand identity. Because of this, the new 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 new logo, brand marks, color palette, typography pairings, graphics and imagery that matched the new Woodrow Mercer Tech values.

 

High-fidelity mockups of different corporate products helped showcase how the finished new brand identity will look like. These prototypes were key to effectively communicate the rebranding process to the stakeholders and receive feedback before getting to the next design step.

Once the new brand identity was evaluated internally and agreed with the stakeholders, the next steps included an internal brand styling guide implementation. It was very important to effectively communicate the new brand values to all employees. Library templates and branded marketing resources were created in order to communicate Woodrow Mercer Tech’s values cohesively.

Leading the visual direction and rebranding of Woodrow Mercer Tech was an opportunity to get to know the past, present and future of the team and understand their vision and values. Working with a fast paced and ever changing market such as the tech sector in the UK had its result in a full rebrand of the business, focusing on the digital transformation and candidate needs. Designing the website interface was an exciting opportunity to include new visual elements from the brand guidelines as well as motion graphics. One of the main focus on the project was developing a tailored job board where consultants would be able to announce their open vacancies and candidates would follow a user-friendly process to apply for the job and manage their active processes. The new brand identity was successfully established and communicated both internally and externally.

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