Executives Online delivers fast-track executive resourcing – interim management, project management, change management and permanent executive recruitment. EO has a global talent bank with over 1000,000 senior executives. They offer a unique, full-service process – a balanced blend of technology and personal service. EO’s permanent recruitment service provides clients with a fast and on-target short list of strong candidates often ready to start on short notice. Their approach attracts excellent candidates and challenging opportunities. It enables rapid, effective matches and successful placements.
The brief
Executives On Line is a full service provider of interim and permanent, senior executive talent. It operates a strong business model that gives them international reach and the ability to grow and maintain a large talent pool which can be accessed by any of its consultants. It operates through wholly owned subsidiaries and franchisees. Strong, consistent branding is crucial and especially valuable in promoting available franchises.
The brand was not doing enough to convey the consultative approach available to candidates and clients, the progressive business model and the international coverage on offer. Thinkfarm was asked to revisit the positioning of the brand, develop strategic messaging and create a new identity, website and collateral design system, detailed in a guide to drive consistency across the business.
Our response
We were keen to emphaise the expert service provided by the team, not the ‘On Line’ aspect and especially avoid the abbreviation to EOL which was very close to a well known internet service provider. We developed a strong storyline based on the experience of the EO people and their ability to meet requirements quickly through experienced consultation and rapid, candidate listing possible through access to the extensive, proprietary talent pool.
Positioning
We developed key messages and brand positioning centred on Executive Online’s ability to put the right executives into place quickly when required. The capability is delivered through an extensive international network of executives, local business knowledge and experienced consultants who can expertly interrogate a brief to ensure the best shortlist of candidates. A new tagline communicates the benefit of working with EO – Senior talent. In place, on time.
Identity
The identity system was designed to modernize the entire look of Executives Online and reflect the ‘executive’ nature of the business. The colour palette was chosen to be clean, sharp and to stand out well from the competition which favours blues and greens. It also provided a perfect backdrop for the photography which was taken in a studio, in a reportage style of actual meetings and debates between members of the EO team. The photography is stronger than previously used stock library shots and successfully conveys the personality of the consultants and their intelligent approach.
Production
An important output from the project was the website design which had to be carefully considered due to the investments already made in the structure and optimisation for search engines. We also produced printed collateral that is used to present candidates details, client information and background information about EO. Printed stationery, word and PowerPoint templates were also designed.
