Rebrand & site design
Goodman Masson is London’s largest financial recruitment company, offering a modern and rewarding workplace, with multiple awards including Recruitment Company of the Year (Recruiter Awards, 2016) as well as numerous accolades for its employee engagement program, The Experience®.
The company’s branding and digital presence, however, failed to reflect their fresh, modern service approach and work environment. Crab was tasked with re-invigorating the company’s brand, including a new logo design, re-designing their website for optimum user experience and producing a suite of branded collateral.
The branding phase, in which we defined the new positioning, informed subsequent stages of the process - especially in terms of re-thinking the user experience of their website.
When the branding stage was complete, it was applied to the site design, utilizing the new brand photography style, with the website finally reflecting Goodman Masson's proposition.
With Goodman Masson well-established in the marketplace, the new positioning and visual language we developed needed to remain recognisably ‘Goodman Masson’, whilst better reflecting the company’s modern approach to recruitment. We used geometric forms and vivid colours to lift the visual language into something a little more energetic than might be expected from a financial recruitment firm and the most distilled culmination of this is evident in the new logo.