Recruitment business Craft lacked standout in a competitive market and at the end of its first year of trading had fallen short of its turnover target. Not wanting to be reliant on outgoing communications such as cold calling to develop relationships, Craft needed a strong and memorable brand identity to position it as an active part of the design scene and increase applications and incoming enquiries from this target market. Craft prides itself on its personal approach to recruitment and its new brand positioning and visual identity reflect this ethos. Bright, fresh and boldly different, the branding system delivers a consistent yet unique brand experience for every interaction with Craft. Over one billion logo combinations ensure every touch point is as individual as Craft’s candidates. The way Craft does business has been transformed; applications received from incoming enquiries increased 15 times in the year following the rebrand and the number of candidates has grown exponentially. Turnover has leapt year-on-year; up 94% in year two, 71% in year three and 57% in year four and significant profit gains have been made.