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PEOPLE-POWERED RECRUITMENT

BACKGROUND

Plasma International is a recruitment agency that specialises in the battery and electric vehicle industry with a focus on the human connection aspect of finding the right people for the right job.

DISCOVERY

Although mainly based in the UK, Plasma International had grown into the US market quickly and had outgrown its brand strategy and identity. By the team’s own admission, the logo and website had been thrown together quickly at the beginning of their journey, and they now found themselves at a common chapter of business development that we at Solt see quite often – the evolution from start-up to established. In need of a refresh, the challenge was to champion the human aspect of what is largely becoming an automated process, while standing out in a highly competitive industry.

DELIVERY

“Look at the competition and do something different”. That’s one of the guiding principles of rebranding a business. You have to stand out in a crowd. During our research phase we quickly noticed something all of Plasma’s competitors (including Plasma) had in common: imagery of cars, batteries, and complicated digital elements overlaying technology. Not one image of people. Baffling, considering these are all recruitment agencies that deal with… people. Capitalising on this, in an effort to stand out while staying true to the brief, we introduced photography of people to convey our “people-powered” approach. This competitor analysis also steered the colour choices for the brand identity.
The logo was designed to convey two things, as requested by the client; the battery and electric vehicle industry, and their organic, people-first approach to recruitment, paired with a typeface that felt more human in a sea of futuristic looking competitors. The new strapline empowers the brand, strengthening their commitment to their approach to recruitment. We further assisted Plasma with guidance for web and socials, as well as helping develop their brand literature.

"Recognising what your competition is doing and following suit may feel like the safe route, but when you're immersed in your industry, it’s easy to overlook that you're simply repeating what's already been done."
Ready to break the norm?
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