Delivering Growth Through Design: Absolute Agency Support Drayton Partners Rebrand

Issue 27

Absolute Agency work with a number of brands across the North East and UK providing design and digital services to clients. A recent collaboration with consumer recruitment specialists Drayton Partners to deliver a rebrand project has helped to better align the profile of their client's business, supporting sales growth and engagement. Founding Partner of Newcastle based Drayton Partners, Ian Pickett and Co-founder/Design Director at Absolute, Sarah McCrady uncover the value design has brought to the business.

The project brief – Ian approached Absolute to initially perform a brand audit believing a design evolution was necessary in order to generate further growth. With their existing identity and strapline no longer aligning with Drayton Partner’s goals, vision or values, the team were keen to redirect the business and build a stronger brand to support below the line marketing activities. Absolute’s approach – To identify changes needed, Absolute delivered a brand audit to uncover the essence of Drayton Partner’s identity and vision for the future.

Through a range of scoping exercises the team were able to extract the key values, characteristics and USP’s of the business whilst also understanding more about Drayton Partner’s clients, their personas and key markets. Their key proposition was unveiled as: Industry experts, providing recruitment solutions that have your best interests at heart and brand essence as; We care about finding the RIGHT solution not just ANY solution …a smarter approach Following their scoping exercises, Absolute were then able to reposition the brand with a new ‘Think Smarter’ strapline and by redesigning every touch point of the business including their website, candidate packs and office interior. The outcome – Ian Pickett summarises the impact the project has had to the Drayton Partners business; “What I will say, is that some of the most respected businesses, globally, have been impressed by the collateral and have referenced this as a reason they wanted to work with us. I know we’ve won work because of the rebrand and that is thanks to the team at Absolute. It’s certainly been an investment worth making.” The team have also acknowledged how stronger brand alignment has enhanced their processes, improving the way they recruit as well as giving them a renewed confidence to deliver services in a way that is true to who they are.

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