Rebranding a top-tier global HR recruiter
Brand
Digital
A revolutionary brand upgrade for a tech team at the forefront of UK government digital innovation.
Adroc Group had evolved from two passionate London based founders who specialised in IT recruitment to becoming a go-to tech delivery partner for the UK government. Using rapidly assembled teams (sometimes in less that 48hrs) of vetted tech experts, the Adroc team can be over 200 people at any one time, deployed across the public sector in such departments are MOJ, DFE and BEIS.
Problem
Adroc’s current brand and online presence didn’t reflect or communicate the scale and maturity of their business. This was having a detrimental effect on winning future high level contracts and was also hindering their future business development plans.
Solution
The adroc brand was completely reimagined from the ground up. Positioning adroc as a straight talking and expert consultancy in their field with a fiercely non-corporate, collaborative ethos. A bold, minimal, utilitarian style was created for the identity and the website. This style perfectly complimented adroc’s tone of voice and also resonated with the type of projects that they work on – mainly digital government projects and websites, where accessibility is key. The use of big, bold typography, huge minimal icons and a limited colour palette created the minimal look, whilst giving it enough personality to shine through. No nonsense, straight to the point core messaging that was friendly and approachable, tied it all together.
Logomark
Taking what the adroc team actually do and who they do it for, created a distinctive, unique and memorable mark. The logomark represents programming coding tags that come together to form an arrow/mouse pointer icon in the negative space. It symbolises a team of programmers working together, to move a digital project forward, for the benefit of the end user.
