Aspire Global Network Asia comprised some of the leading recruitment companies in the creative, marketing and media industries. The Graduate Recruitment Company, Periscope, pfj, RP Cushing and its APAC business, all trading under Aspire Global Network Asia. In 2013, the company elected to reposition itself under a single brand, to unify and leverage its capability.
4MAT’s began by discovering the legacy brands’ own propositions, ambitions, performance against competitors, client and candidate experiences, and employee values. Through a series of workshops, surveys and audits, 4MAT understood how best to bring the brands together.
Translating our learnings, we built the messaging framework, from brand pillars and personality to proposition, combining existing values with the unification of brands: Achieving more together.
The next stage involved the development of a visual identity that was fresh and contemporary yet proudly referenced their heritage. All typefaces, colour palettes, imagery, iconography and tangible collaterals were developed to best showcase the new identity.
Key to the offering would be the new unified website. Built on 4MAT’s most advanced recruitment software platform, DV4, Aspire’s website is truly best-in-class. From a registration-free candidate experience to a dynamic homepage displaying only relevant jobs and blogs and social posts, Aspire’s brand was brought to life with brilliance. For the initial launch, a comprehensive brand launch plan was conceived, designed to reach out and enlighten clients, candidates, employees, alumni and the wider community.
A real-time salary survey has since been launched, providing an insight into average salaries based on a live database of over 10,000 jobs and 74,000 candidates – a true innovation.
Aspire has shaken up the market and continues to do so. Winner of the 2014 MARA Best Recruitment Website, nominated for five Onrec awards (and winning two), winner of Best Mobile Site at the Mobile Recruitment Awards and double finalists at the 2015 The Global Recruiter Awards, Aspire is making waves in their sector. That their brand has been truly unified has been confirmed with their Glassdoor Top 10 ranking for best work-life balance in the UK.
“Our aim was to simplify our network of businesses and clearly communicate the breadth and depth of our specialist services and therefore create a brand that everybody could associate with. Our rebranding project was very complicated and although 4MAT have been our web development partner for many years this is the first design project we have retained them for.
“What impressed me most is that they approached the task as if we were a new client taking the time to really find out all about us and engaging our people and our customers in an in-depth consultation before sharing their ideas and recommendations. We are energised by the outcome and know that with 4MAT’s help we have raised the bar to further establish ourselves as the leaders in our sector.”
Chairman of Aspire