Project Page: Element

OVERVIEW

The project was a comprehensive rebranding of Element Selection, a prominent boutique recruitment agency catering to the beauty, fragrance, and lifestyle industries. Their existing branding had become lacklustre, impeding their ability to connect with their target audience effectively. As a passionate and experienced graphic designer, I was thrilled to be entrusted with this project and inspired to revitalise the company's image with a fresh, compelling new identity that would energise the founders and resonate with their audience.

ROLE

Design Lead

Creative direction, Branding, Design systems

LOGO CONCEPT

The logo concept for Element is more than just a symbol - it's a representation of the magic that can happen when the right elements come together in perfect harmony. By bringing together a variety of shapes and elements, the logo reflects the unique and individual needs of each client, candidate, and role. It's a visual representation of the process that Element undertakes to create perfect matches and achieve outstanding results.

DESIGN SYSTEM

The design system is built around a series of geometric shapes that extend from the logo and incorporate its fundamental elements. The primary shapes can be arranged in various orientations to form unique and abstract compositions. Meanwhile, the secondary shapes represent a fusion of simpler elements, resulting in a more profound sense of symbolism that aligns with the human aspect of the brand. This interplay of elements reinforces the tag line, "We know when the right elements come together, magic can happen," which speaks to the idea that the combination of distinct parts can create something extraordinary.

SOCIAL IMPACT

I had several chats with the client about their vision, and one thing was crystal clear: they didn't want their brand to blend in with the rest of the beauty industry. They wanted their social media presence to be loud and proud, just like their bold personalities and active social content. That meant I had to create designs and select images that were big, bold, and fearless, in line with their tone of voice and attitude.

WEB DESIGN

While the website is still a work in progress, I'm excited to share some conceptual mockups that showcase the branding and design system we've created for Element. These mockups provide a glimpse of what's to come and highlight the progress we've made. I'm currently collaborating with the client to develop the necessary content and build out the full site using Webflow.