Relentless by design, branding a recruiter that never settles for almost right

The project began with a brand positioning workshop with founder Richard Allan. The goal was to understand what made Impact Logic different before touching anything visual.

A few things became clear. Their client relationships ran deep, some exclusively. They filled roles that other agencies had given up on. And they approached both sides of the market, candidates and employers, with the same level of rigor. None of that was coming through in the existing brand.

The visual identity was the first area of work. The existing palette and illustration style didn't communicate the niche, technical nature of their practice. The rebrand introduced a new color system and typography with enough distinction to stand apart from competitors while preserving the equity built into the existing logo mark.

The website required both structural and content changes. The old site addressed candidates and employers simultaneously without clear direction for either. The new architecture prioritized a single primary audience on the landing page, clarified the navigation, and replaced generic calls to action with specific ones tied to actual user intent. Testimonials that had been buried deep in the site were repositioned where they could actually influence a decision.

The updated brand and site gave Impact Logic a presence consistent with how their clients already experienced them.