Employers
Organisations looking for exceptional talent needed evidence of sector knowledge and a credible partner.
Case study / Consultias Recruitment
A new market.
A human way in.
I translated a founder’s ambition for a specialist US recruitment business into a clear positioning, visual identity and responsive digital presence designed to build confidence with candidates and employers from launch.
Follow the journey
Role / Brand and Digital Design ConsultantClient / Consultias RecruitmentMarket / United StatesSector / Logistics + aerospace recruitmentTeam / Direct founder collaborationScope / Positioning, identity, website design, development and SEO/AEO foundationsContribution / Discovery, creative direction, identity design, content structure, UX/UI and deliveryApril 2022 – April 2023
01 / The challengeCredibility before
Credibility before
recognition.
Consultias was establishing a British-founded recruitment business in the United States, with an initial focus on specialist logistics and aerospace talent.
As a new entrant, it could not rely on an established reputation or large body of case studies. The brand and website had to do more than announce the company.
Consultias needed to make its proposition feel credible, communicate specialist understanding and create an immediate sense of partnership.
Candidates
People considering an unfamiliar recruiter needed a clear, welcoming route into a conversation.
The brief began with ambition rather than an established system. My role was to turn that ambition into a focused market position and a practical identity that could support the business as it grew.
Turning point / 01Founder → market
founder ambitionmarket opportunitycandidate needsemployer needsa human ideaA positionfind the common ground ↓
Not a louder claim. A more useful promise: knowledgeable, human and dependable.
02 / The directionLight. Proud.
Light. Proud.
Deliberate.
I centred the creative direction on three characteristics. Each one needed to work for a new US-market business and the people on both sides of recruitment.
01
Light
The recruitment sector often relies on generic corporate imagery and dense claims. Consultias needed to feel open and easy to approach, using space, clarity and a warm digital experience to reduce friction for candidates and clients.
02
Proud
The identity needed enough confidence to enter a competitive US market without imitating larger established recruiters. Typography, imagery and composition were used to create a clear and assured presence rather than relying on exaggerated claims.
03
Deliberate
Every part of the experience needed to reinforce the same proposition: specialist knowledge delivered through close partnership. The identity, page hierarchy, language and search foundations were developed as one connected system rather than separate branding and website exercises.
03 / The work01 of 03
From founder vision
to brand position.
I worked directly with the founder to clarify what the business should stand for, who it needed to reach and how it should be distinguished from transactional recruitment competitors.
The resulting position focused on community, partnership and specialist understanding. This gave the visual work a strategic foundation and created a more useful test for decisions than personal preference alone: each element needed to make the business feel knowledgeable, human and dependable.
The exploration / around ten routesOne framework.
One framework.
Many possibilities.
With the positioning in place, I developed around ten distinct base brand directions. These were built out as options to discuss and deliberate over, not just gathered as references. Seeing the routes side by side helped us test how differently Consultias could express the same core idea.
We compared the character of each direction—its typography, colour, imagery and overall tone—against the qualities the brand needed to convey: specialist knowledge, genuine partnership and a sense of community. That breadth of exploration made the eventual choice more considered, and gave us a clearer reason for what to carry forward.
The rotating study will show each direction in the same frame, so the differences can be seen at a glance.
Consultias / brand exploration
01—10Brand
directions
Animated study to follow directions
02 / Identity and visual system02 of 03
An identity with
room to grow.
I developed an identity designed to feel contemporary and confident while remaining welcoming to people making significant career or hiring decisions.
The system used a restrained visual language, deliberate typography and fresh imagery to distinguish Consultias from the visual conventions of the category. It was designed to work across the launch website and future communications without requiring a large internal creative team to maintain it.
Rather than presenting the mark in isolation, I considered how the identity would behave as a working system: how it introduced the company, framed specialist content and created continuity between candidate and employer communications.
one connected system
03 / Digital experience03 of 03
Two clear routes.
One welcoming place.
The website needed to establish trust quickly, explain the company’s specialist focus and give both candidates and employers a clear route into a conversation.
I structured the experience around audience intent rather than internal company information. Messaging, navigation and page hierarchy were designed to answer the questions a new visitor was most likely to have: whether Consultias understood their sector, how it worked with people and what they should do next.
Responsive design was considered throughout so the experience retained its clarity and confidence across desktop and mobile. I also established core SEO and answer-engine foundations so that the site had a more useful platform for discoverability as the business developed its content and authority.
Preview space / 01Employer journeyAdd a full-page website preview here
Preview space / 02Candidate journeyAdd a full-page website preview here
04 / The impactA foundation
A foundation
for what followed.
How I led the work
- Turned an early-stage founder brief into a focused creative and strategic direction
- Clarified the relationship between market position, identity and digital experience
- Designed the brand as a practical system rather than a standalone logo
- Structured the website around the needs of candidates and employers
- Carried the direction from discovery through responsive design and delivery
- Established initial SEO and AEO foundations for future visibility
- Balanced the founder’s personal ambition with the expectations of a new market
Outcomes
- Gave the business a coherent identity and digital presence for its US-market launch
- Created a clearer proposition around specialist knowledge, community and partnership
- Established a consistent foundation for candidate and employer communications
- Delivered a responsive experience with clear routes for both principal audiences
- Built the initial search and content structure needed to support future growth
05 / Reflection
Early-stage brand projects are often described as exercises in visual identity, but the more important task is reducing uncertainty.
A new business needs to know what it stands for, its audience needs to understand why it is credible and every touchpoint needs to reinforce that judgement.
For Consultias, the value of the work was in connecting those decisions. Positioning informed the identity; the identity shaped the experience; and the experience gave the founder a practical platform from which to build recognition and relationships in a new market.