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A rebrand bold enough to match who they’d become.
bpe search had built a strong reputation in executive search but their brand had not kept pace. The old website told a different story to the team they had become: corporate, generic, indistinct from every other search firm in the market. When the web agency they had engaged lacked the design capacity to realise the brand refresh they needed, they brought me in for a full rebrand from the ground up.
bpe search had evolved significantly as a business, but their visual identity had not followed. With minimal internal marketing capacity, they needed a genuinely collaborative process to build something they could own and carry forward. The brief was clear: create a bold, distinctive brand that stands out in the executive search market, works across UK and US audiences, and can be maintained by a small internal team without losing its quality or integrity.
Executive search is a crowded, often homogeneous market. The research started with a thorough competitor audit to understand where a genuine visual gap existed, and stakeholder sessions with the bpe search leadership team to define what the brand truly stood for.
A genuinely collaborative process working with key people across the business to surface what bpe search stood for. Not just listing values, but understanding the frustrations with how executive search typically works and what a different, more human approach could look like.
A thorough audit of the executive search landscape. Almost every competitor used navy, grey, or safe corporate palettes, creating a clear opportunity for bpe search to claim an ownable colour territory.
Defining purpose, mission, tone of voice and strapline, "Connecting leaders, inspiring growth", to give the new visual identity a strategic foundation to build from.
The brief centred on an emblem built from the letter B, or a combination of B and P. Many directions were explored, each interpreting that constraint differently, from abstract and organic to structured and bold.
The full deliverable included brand strategy, visual identity, logo system, colour palette, typography, tone of voice, and a comprehensive brand guidelines document everything the team needed to carry the brand forward independently.
