Brandy

TalentMax is a talent retention consultancy – they help businesses identify and keep the talent in their workforce – ultimately creating leaner and more efficient organisations.

Our task was to help define what the brand stood for and to turn that into a powerful, cost-effective brand identity. Our answer was simple – what TalentMax really do is make companies fitter. By maximising talent, they reduce inefficiencies. They increase company muscle, which reduces the fat.

This idea gave us an ownable brand language system: “MAXIMUM abc / MINIMUM xyz”. While one thing goes up, another comes down. Visually this created a distinctly recognisable typographic world for the brand.

This brand mechanic also comes alive through motion graphics, as in this looping brand animation.

And finally for promotional merchandise the ‘organisational fitness’ idea translates nicely into personal fitness giveaways – again reinforcing the principle behind the brand. Overall the identity was hugely differentiating in the market and very cost-effective to roll out and keep fresh.