Branding / Creative / Digital / Print

BACKGROUND

CPS Group is an award-winning, specialist technology recruitment agency based in Cardiff.  Established in 2003, the agency recruits and places candidates within the areas of IT, ERP and Engineering. Having grown considerably in recent years, they now work with both start-ups and blue-chip clients across the UK and Europe.

THE BRIEF

Initially, the brief was to design and develop a new website for CPS Group. However, we quickly identified that there was a need to review the agency’s entire brand and marketing strategy before we made a start on the website.

We wanted to make sure that everything fitted seamlessly with CPS Group’s overall strategy in order to help the business to define and achieve its vision and objectives. As well as positioning the brand to new clients seeking specialist staff and candidates looking for their next opportunity, CPS Group also wanted to attract the best recruiters to come and work for them.

THE STARTING POINT

The first step of the process was to carry out a workshop with a cross section of staff. Each Head of Department was given a questionnaire to gather feedback from their teams, giving everyone in the business the opportunity to share their thoughts and provide some input. This helped us to define the vision, mission, values, marketing messages and key objectives of the business. Extensive research also determined how CPS Group’s main competitors positioned themselves. The findings of the workshop were presented as a strategy document and formed the basis of the creative brief that we worked from.




The insight

Our research allowed us to strip everything back and left us with the core concept of why people chose to work with CPS Group and how this has helped them to stand out from the competition. Since CPS Group is a specialist recruiter in IT, ERP and Engineering, they employ experts in those fields. As a result, clients and candidates can speak to someone who truly understand their needs, helping them find the perfect person or job. 

The tagline we created sums this up:

the logo and brand identity

CPS Group’s existing logo and brand identity, with a black, grey and gold colour palette, looked very corporate. This didn’t match the informal, friendly and down-to-earth ethos of the brand. It didn't represent the vibrant nature of the technology industry they recruited for and certainly didn’t reflect the environment their staff worked in.





The tagline was added to the logo and a more contemporary font was used.

An icon was developed with a circle signifying the connected aspect of the overall group. Within this, a map of CPS Group’s location in central Cardiff was used to convey their ability to find the best candidates/jobs and also draw on the company’s roots.

A vibrant blue-green colour palette with a gradient effect reflected the style often adopted by modern technology companies. As well as the primary logo colours, secondary colours were chosen to differentiate between the 3 different sectors CPS Group recruit for.

SUB BRAND

During the project, CPS Group launched an Executive Search division. In order to keep a consistent look and feel, we designed a specific logo and brand identity using the same style but with a different colour palette.

Creative Strategy

A visual approach and tone of voice needed to appeal to the company’s different target audiences and effectively communicate their key messages. 

The creative strategy used striking images of vast landscapes featuring a single person. This demonstrated how, in a big marketplace, the right candidates or jobs can be difficult to find. Headlines highlighted how CPS group have the specialist skills and experience to find the right job for a candidate and the right candidate for a specific job. We also targeted potential recruitment consultants looking for their next role.

This visual style was then used on the website.

Website

As well as the panoramic images, the website design used the same circular style as the logo and highlighted the specific colours for each sector. Because of this, different target audiences can find the information and jobs they're looking for quickly and easily.

Rather than generic “stock shots” of people, the experts at CPS Group feature prominently in order to show candidates and clients who they are dealing with. The awards they have won are featured throughout the site as well as the company’s fun office environment and amazing staff incentives such as trips abroad.

The job search facility and ‘latest jobs’ are prominently featured on the home page. Our back-end development team integrated the website with RDB; the specialist recruitment CRM system used by CPS. Now, when jobs are updated within the system, they automatically appear on the website.

Built on upriseVSI’s thinkCMS, which is responsive to mobile and tablet devices, CPS Group has full access to edit and update their website whenever they need to.

"Working with upriseVSI really helped us to clarify our strategy. They were willing to constructively challenge us at every stage of the process and the quality of the work they produced will, I’m sure, help us to achieve our vision of being Europe’s leading technology recruiter."



Huw Davies
Finance Director
CPS Group

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