Savannah Group

Harmonious articulation of a new strategic vision

Our assignment was to reevaluate the current brand’s look and feel to represent a business that had quickly surpassed its former visual identity. We were provided a revised brand proposition: “Next generation experts in leadership”. The business wanted to appear as the dynamic alternative to traditional executive search. Now that the positioning had evolved, the incumbent recruitment brand identity was uninspiring and failed to mirror the company’s expanding technological ethos. We reimagined the core brand visuals, crafting a new narrative in visual storytelling that offered a seamless update while still honoring the brand’s distinctive red, yellow, and black color palette.

The base brand identity uses a combination of dynamic symbol and a strong unified palette. This builds consistency and recall. The liberal use of a strong black colour offsets the warm primaries, resulting in a combination of brightness and strength. The primary colours are then supported by a number of chromatic grey neutrals to further convey a contemporary style.

Enhanced visual identity

The basis of the previous photographic identity relied on images of routine natural landscapes. While these can look great, they are very much associated with desktop type imagery and are hard to stamp a mark upon. We wanted to convey the idea of a “super-search” – taking the existing market proposition and going beyond the norm. The concept takes Savannah’s brand heritage of landscapes and adds a special touch via an enhanced science fiction inspired concept. This approach had us exploring either adding people into the landscapes (searching and exploring) or the landscape itself being abstracted by using contemporary illustrated environments and / or objects.

In application

In order to ground the progressive imagery, we introduced a protocol of formal elements to add gravitas and to help support and frame the imagery. This method helps us take a more radical idea and give it some firm foundations in traditional design principals. We introduced the respected typeface known for its contemporary formality: DIN Next. We introduced a strong colour theme in support of the primaries. Then, we combined these assets with dedicated white space, firm margins and an angled graphic wedge. Both text and image containers could contain this angled device to add a more noticeably unique look.

The branding has a directive for using short and punchy headline copy. The use of active verbs and commanding statements rendered in uppercase and in primary colours adds increased impact. The type is often used on a branded red gradient container in conjunction with linear devices for further editorial style. The lens objects are taken beyond the hero imagery and into the supporting visuals. As an example, they can appear as translucent icons in various colour palette backgrounds. The combination of consistent colour, standard copy blocks and vista like imagery builds a visual system across both print and digital.

Strong digital experience design

The nature of the imagery being expansive and immersive adapts well into digital displays, particularly in hero page layouts. Careful consideration for the reduction of noise and excessive contrast informed the art direction and creation of the imagery. We ensured that we could easily retain legibility with white out text over image backgrounds. As part of the full integrated branding remit, we were appointed to design the Savannah Group website and campaign microsites. We adopted a structured content approach with taxonomies built around services, functions and sectors. Along with a super nav – users are quickly able to digest the brand offering and find content specific to their requirements.

As with all our digital design outputs, we have provided a fully responsive design that works well across all screen formats, devices and platforms. Using a combination of short tight headlines and plenty of graphics ensures that screen fatigue is kept at bay. It also brings a bunch of supportive visual substance behind the messaging. Alongside the bespoke brand imagery, we created image guidelines for editorial image usage so the client and partners could readily use and procure more supporting brand imagery. All digital apps and websites are prototyped from end-to-end as a responsive theme and the build is managed and delivered as part of the studio remit.

Extending into tactical recruitment campaigns for search

We have continued to build dedicated campaigns for Savannah Group’s online properties. Immersive landing pages combine key stats with short thought leadership stories. These contain plenty of interesting infographics and custom illustrations. Campaign communications have also been developed alongside the digital assets in document format. For example, all sites are supported by PDF white papers and publications which can be downloaded and further shared.

Brand spirit and control

It’s all very good having a wonderfully created brand identity, but it’s no good if it cannot continue to live beyond our involvement. Therefore, with the majority of integrated brand design projects we deliver a comprehensive Spirit and Brand Guideline Kit. This is a hefty tome which is designed to not necessarily restrict third parties – but to rather inspire them to creatively carry the living identity forward. The guidelines begin with the Strategic pillars. This is a chapter upfront which conveys the Strategic Positioning, Tone of Voice and Messaging framework. This is called the Brand Spirit. The remainder of the guidelines provides specifications for all the moving parts so that designers and client teams are able to continue to produce brand materials.