Growing staffing firm recruits a new brand.
Case Study // Clearpoint
- Clearpoint Technology is a fast growing IT staffing firm that has built a reputation for providing the best techies with the best jobs. They grew so fast, in their first 8 years they opened two new divisions: Ad Litem, focusing on the Legal sector and Clearpoint Creative, focusing on advertising and marketing.
Although each division was successful upon opening, Clearpoint did not feel that the branding elements of their divisions properly supported the professionalism and quality of their services. As the company was preparing to drop one division and add another, there was the opportunity to address the branding concerns.
Water Design was hired to re-brand Clearpoint.
Our first suggestion was to unify the division brands under a strong central brand umbrella.
An extensive brand study, analyzing responses from staff, candidates, and corporate clients, helped clarify Clearpoint’s positioning statement. Clearpoint is all about people, and what is in their heads. The logos and taglines which evolved set the stage for a thoughtful yet playful brand:
- Clearpoint. Brain Power.
- Clearpoint Technology. Gears Always Turning.
- Clearpoint Creative. Full of Bright Ideas.
- Clearpoint Professional. Find the Right Fit.
The rebrand focused on sales collateral and trade show materials with messages that were playful, thoughtful and spoke directly to the target. Clearpoint staff members were used for all photography to reinforce the company’s focus on relationships. A bright, modern color palate was chosen to evoke the hip feeling of the company, whose target markets are known for cutting edge style. Each of the Clearpoint divisions has their own identity, yet all work together easily.
The results? “Our new brand totally encompasses who we are as a company.” says Rahilla Shatto, Project Manager at Clearpoint. “We are excited to hand out our business cards, point people to our website, or give them our tchotchkes, because everything we have showcases how fun we are to work with. We love it!”