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Peopling.

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Graphic Design

Branding

It’s not business, it’s personal.

When Peopling, a new recruitment and HR company, approached Zaka for a branding package, they had one request – it needed to be ‘snazzy’. 

The brand image is an organisation's simplest definition, encompassing its culture, mission and values, with the main purpose to attract its target audience. In the case of Peopling and attracting job seekers, they had to position themselves as a recruiter and employer of choice Zaka were quick to identify that Peopling needed positive employer branding, by creating a clear sense of identity and personality, to align with their ideal candidates.

With a highly corporate background, Peopling's Director, Ashleigh Stewart, had a fresh vision for Peopling and wanted to stay clear from corporate HR logos. Zaka was directed to create a colourful and friendly brand with a mission to connect potential employers with perfectly matched employees while also conveying an organisational story of connection, approachability, and professionalism. 

Zaka took on the exciting brief while recognising the importance of capturing the essence of connectivity and portraying two parties coming together, using a friendly yet professional tone. After researching the company’s target audience demographic, current trends, performing keyword searches, and brainstorming ideas, Zaka presented Peopling with three final concepts, including a smiley face and chain link. Peopling were happy with the freshness of our concepts and settled on the imagery of two hands reaching out to one another.

After various ways of depicting hands reaching out, the Zaka team realised that simplicity is often the best solution. Coupled with an understanding that a good logo needs to be versatile, easily recognised and remain memorable in colour or monotone, the team proceeded to create the logo’s curved device, which, with a bit of tweaking, appears as a smile, conveying the friendly characteristics Peopling desired. For typography, Zaka chose a sans-serif font, with the company name written in lowercase. The subtle power of switching from all upper case to lowercase can have a big impact. Uppercase tends to look bold, powerful, and authoritative, while lowercase conveys more emotional depth. The lowercase typeface chosen for Peopling's logo demonstrates the desired relaxed quality, making it feel friendlier and more approachable, while remaining professional.

To emphasise ‘connection’, the Zaka team placed each end of the device under the letters ‘P’ and ‘O’, creating a smiley effect, linking the letters together. Colour was also important, and the team researched various colours and their meanings, settling on pink for approachability, purple for confidence, and yellow for cheerfulness and optimism.

Overall, the branding project for Peopling was a success in capturing the company's mission and values. We hope that this branding package will help Peopling to establish itself as an employer and recruiter of choice wile connecting job seekers with their dream careers.

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