ABP Brand Identity

Recruitment Identity Documents Creative Concepts

This presentation Recruitment Identity Documents

This presentation • Three concepts for a recruitment identity for client to roll out across onboarding and hiring documents • Focused on thinking creatively – (using illustration, isometric illustration and brand imagery) • New messaging and tone of voice to match each creative execution

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Concept one Recruitment Identity Documents

Concept one:

“Welcome aboard” Our starting point was to visualise our messaging using quirky character illustration. However, we still wanted to give it a sense of identity within the ABP guidelines, so we’ve explored the characters, by giving them some diversity and job roles. Showcasing how ABP has a place where everyone fits, regardless of hierarchy, and can be applied to external and internal documents.

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Concept one - Mood board Recruitment Identity Documents

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Concept one - Design Elements Recruitment Identity Documents

Bold typography utilising the ABP brand palette

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Concept one Recruitment Identity Documents

Front Cover

Back Cover 6

Concept one Recruitment Identity Documents

Divider Page

Inside Page 7

Concept two Recruitment Identity Documents

Concept two:

‘Our people are the building blocks of our ports’ ABP is the UK’s leading port operator and our people are integral to the building of it. Moving concept one on allowed us the opportunity to keep the concept playful and give it a little personality. Yet keeping it more realistic by integrating a human element alongside isometric illustration.

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Concept two - Mood board Recruitment Identity Documents

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Concept two - Design elements Recruitment Identity Documents

Playful but realistic

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Concept two Recruitment Identity Documents

Front Cover

Back Cover 11

Concept two Recruitment Identity Documents

Divider Option A

Divider Option B

Inside page 12

Concept three Recruitment Identity Documents

Concept three:

“Recruiting the best of British trade” This concept is less left-field thinking than the previous two.

We approached this idea by aligning it with some of the current ABP communications. Developing it slightly by adding a gradient to the photography from the existing brand library and adding industry-related language, ultimately giving it that more ‘people-centric’ approach.

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Concept 3 - Mood board Recruitment Identity Documents

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Concept three - Design elements Recruitment Identity Documents

The ‘people-centric’ approach

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Concept three Recruitment Identity Documents

Front Cover

Back Cover 16

Concept three Recruitment Identity Documents

Divider

Inside page 17

Next steps Recruitment Identity Documents

Next steps ABP to review concepts 16/5/19 and feedback to TWI on 17/5/19

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