Corporate Branding

Project Brief
Berryhill Recruitment and Staffing is a Toronto based specialized placement agency. They needed corporate branding, including a logo design, as well as print collateral.

Creative Process
The client wanted their branding to be professional yet approachable. Initial concepts experimented with fonts, and the final design uses both serif and sans serif typefaces. Since the company name is long, I had to play with font size and placement to design something that would be easily readable even when scaled. The graphic symbol uses a fresh color palette, and is actually an abstraction of a “berry”, in line with the client’s request. The symbol can be used on its own to emphasize branding. Corporate Branding included letterhead, business card and envelope designs.
The client also needed a marketing package. Collateral included a letter of introduction, and a brochure outlining the company’s objectives and services. All images sourced had to reflect Toronto’s diverse population. After reading through the client’s copy for the brochure, I noticed that the text was more “corporate speak” than market oriented. After discussions with their team, I rewrote the copy, and both the images and text were subsequently used on their website and other marketing materials.
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