Vitamin T

Staffing made human.

Working in lockstep with Aquent Global Marketing, we helped reposition their brand, Vitamin T—one of the world's largest staffing agencies for marketing, creative, and design talent. To align with the new positioning, we built a new brand identity system complete with a logo refresh and an award-winning digital experience.

Background

More than a decade after its launch, Vitamin T found itself with a brand identity and website that no longer represented who it was as a company. After experiencing great success and growth, it was time to revisit everything about the brand, from brand strategy and tone of voice to the logo and visual identity, as well as tactical things like lead generation within a new website experience.

Solution

We designed a bold and image-rich visual brand language that champions what matters most to clients—people. Using human photography as the key marker for the brand also evokes a feeling of authenticity in the talent that clients seek. The refreshed color palette provides a complimentary color foundation that is high in contrast alongside a freeing range of expressive possibilities. We also chose a unique but versatile sans-serif typeface that could help the new brand voice cut through in any channel or medium.

We also refreshed the Vitamin T logo, retaining the familiar droplet icon while cleaning it up and enhancing its overall legibility for highly-visible placements such as LinkedIn, where talent and clients engage most frequently. We also created a new primary logotype that integrates Vitamin T's signature droplet but scales better in typical placements like on a website or business card.

The evolved Vitamin T digital experience also integrates the needs of clients and talent. Working with the marketing team, we helped create a new information architecture and experience design that catered to both. In doing so, we also created a design system and robust component library to support features ranging from job search to integrated client stories and a steady stream of blog content. The results were recognized by the w3 Awards, winning a gold and two silver in various general website categories.

Role

Competitive Analysis, Brand Audit, Brand Foundation, Brand Positioning, Art Direction & Design, Brand Through Digital, Visual Identity, Design System, Component Library, Website Design

Collaborators