The Challenge (Sector: Human resources): Create a brand identity for a start-up business supporting employers recruiting to sensitive positions
The underlying business issue: We need an identity that is strong and memorable and encapsulates our core benefit
The Project: Developing a brand name is a mixture of perspiration and inspiration (as Edison said à propos genius). This client needed to engender feelings of trust and confidence while avoiding any suggestion of being burdensome. The inspiration came with the notion of armour; the client as a protector of its clients was seductive and robust. Recruiting the ‘wrong’ candidate to security jobs or working with vulnerable adults or children is business – and job-critical – get it wrong: companies go out of business and executives lose their jobs. The perspiration came with finding the right word. With assiduous research the solution was found: ‘cataphract’ – the light armour invented by the Ancient Persians to protect their horses with no loss of mobility or speed: the perfect image!