Connected

Connected – The Creative Recruitment Agency Built for Modern Talent

The word "CONNECTED" on a light teal background, with the two N's stylised as pink zigzag lightning bolts facing each other—reflecting a strategically‑led branding studio’s approach to Growth by Design.

Connected represented a fresh approach to creative recruitment in London’s ferociously competitive market, and they needed an entire branding package and brand structure to bring their vision to life. What made this project particularly exciting was the level of trust we’d built through years of delivering high-standard work – they gave us an surprisingly open brief, allowing us the time and freedom to dig deep into strategy before moving into design. Standing out in a market filled with traditional recruiters would always be tough. This collaboration would challenge us to build a brand from the ground up that could quickly establish credibility and success in London’s thriving creative recruitment scene.

A bold pink flyer with white text and a stylised "MN" logo at the top, highlighting an experienced recruiter's new venture focused on scalable growth strategies for start-ups. The flyer stands out against a striking teal background.
Two smartphones on a blue background; the left screen displays a stylised "NN" logo in red and teal, whilst the right shows "CONNECTED"—reflecting Growth by Design's focus on scalable growth strategies for start-ups.

Connected came to us facing the typical challenges of launching a new recruitment agency in London’s saturated creative market: Market Differentiation: The creative recruitment space in London is dominated by established players like Major Players, Impact, and Creative Crowd. Connected needed to carve out a distinctive position that would appeal to both creative talent and the agencies seeking to hire them, without getting lost in the noise of similar-sounding recruitment consultancies. Building Trust from Zero: Unlike established recruitment agencies with decades of relationships and track records, Connected was starting from scratch. They needed a brand identity that would instantly communicate credibility and expertise to both candidates and clients who had never heard of them before. Understanding the Creative Audience: Creative professionals have different motivations, values, and career aspirations compared to traditional corporate candidates. Connected needed to deeply understand their target demographic and create a brand that would resonate with designers, copywriters, strategists, and other creative professionals. Startup Resource Constraints: As a new startup, Connected needed maximum impact from their branding investment. The brand needed to work hard across multiple touchpoints whilst being efficient and scalable as the business grew. Establishing Market Position: With an open brief and no predetermined positioning, Connected needed strategic direction on what they were trying to achieve and accomplish in the competitive creative recruitment landscape.

A purple and pink tri-fold leaflet stands open on a light turquoise background. The front displays "CONNECTED," while the inside highlights white text and simple graphics—perfect for showcasing creative that converts and scalable growth strategies for start-ups.

Given the trust built through our previous working relationship, we employed our signature comprehensive brand creation methodology, taking the time to get the strategy absolutely right before moving into design: Strategic Discovery & Market Analysis We began with extensive research into the creative recruitment market in London, analysing competitors and identifying gaps in the market. Through detailed workshops, we explored Connected’s vision, values, and unique approach to understanding what creative professionals really wanted from their recruitment experience. Audience Research & Demographic Mapping We conducted thorough research into the creative talent market, understanding the motivations, frustrations, and aspirations of creative professionals in London. This included mapping the key demographic segments and understanding how different creative disciplines approached career development and job searching. Brand Strategy & Positioning Development Working closely with Connected’s founders, we developed a positioning strategy that emphasised genuine connection over transactional recruitment. The brand was positioned as the agency that truly understood creative talent and could make meaningful connections between professionals and opportunities that would advance their careers. Visual Identity & Brand System Creation We created a distinctive visual identity that would appeal to creative professionals whilst maintaining the professional credibility required to attract high-quality client companies. The design system needed to feel fresh and modern without being too trendy, ensuring longevity in a fast-moving market. Brand Structure & Guidelines We developed comprehensive brand guidelines and structure that would support Connected’s growth plans. This included messaging frameworks, tone of voice guidelines, and visual systems that could be applied consistently across all touchpoints as the business scaled.

Placed over 250 direct hires saving nearly £1 million in agency fees