RELY Brand Book 2023

PLACING PEOPLE FIRST ND A R B K O O B

F O E TABL S T N E T N O C

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3 Brand story 4 Pillars 5 Positioning statement 6 Elevator pitch 7 Service delivery guarantee & promise 8 Tagline 9 Brand voice 10 Key service offerings 11-13 Personas 14-15 Competitors 16 Logo variations 17 Logo guidelines 18 Color palette 19 Typography guide 20 Imagery guide 21 Branded templates

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D N A BR Y R O ST In today’s market, finding a job or hiring talent are expensive, time-consuming putting the human element back into staffing and human resources. Leveraging the very best technology solutions and best practices, their recruiting team is able to make sure its clients and candidates feel heard, seen and have a reliable partner for employment and staffing. Rely works hard to help people unlock their potential while helping customers quickly, reliably fill their large-scale

BRAND ETHOS

and often deflating. Rely Workforce Group is here to revolutionize the industry,

We help people and companies unlock their potential.

staffing needs.

RELY WORKFORCE GROUP — PLACING PEOPLE FIRST. 3

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D N A BR S R A PILL

D KEY N A S H T G EN R T S , S H T U R T G IN THE DEFIN D PILLARS N A R B .

D N A R B A F O S R TO IA T DIFFEREN AND R B E H T T A H W O T G IN N A E M BRING A DEEPER TO ED S U E B L IL W AT H W E R A E ES H IS ALL ABOUT. T ELY IS R O H W S ER M TO S U C L IA T EN T CONVEY TO PO AND WHAT RELY STANDS FOR.

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THE HUMAN ELEMENT INNOVATION

RELIABILITY

Rely sets the standard for valuing the humanity of its clients and talent. Rely staff ensures everyone feels valued and respected, from application to exit interview. Rely prides itself on creating a sense of community through personal touchpoints and clear communications with applicants, clients, and partner agencies.

Rely is an essential partner to its customers, the talented labor it hires, and the agencies it works with, so being reliable is fundamental to the company’s success. A promise made is a promise kept, and Rely staff works diligently to meet goals, effectively communicate and swiftly solve problems that arise for everyone who depends on them. To ensure the very best retention, recruiters prioritize job placements that are the right fit for everyone.

Rely is inherently a problem-solver for its clients and employees; it isn’t afraid to communicate a new, innovative way to do business in the industry. Rely is willing to challenge the status quo and try new ways of doing business, such as through investments in cutting-edge technologies that create connection and clarity at every touchpoint.

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g n i n o i posit ent m e t a t s For employees and the companies that depend on them, Rely Workforce Group uses technology and a humanityfocused approach to provide reliable, large-scale staffing

TARGET AUDIENCE

solutions that help everyone unlock their potential.

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These are the words that we want everyone to know and understand on the Rely team to explain: Who, What, Why relyworkforce.com

Rely Workforce Group is a volume staffing company that helps people and companies unlock their full

TARGET AUDIENCE EXTERNAL

h c t i p r o t a v e el

The elevator pitch is a quick description the entire Rely team should use to describe the company.

potential through innovative, reliable practices that recognize the human element in recruiting.

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e e t n a r a u g y r e v service deli TARGET AUDIENCE EXTERNAL

IF YOU TAKE THE TIME TO APPLY, YOU’LL RECEIVE A LIVE REPLY.

e s i m o r p d n a br

A brand promise signifies what your customer can always expect from Rely without fail. They are designed to be memorable and to the point.

JOB PLACEMENTS YOU CAN RELY ON. 7

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WHAT

Rely serves its clients and candidates by finding job placements you can rely on.

A tagline is a short-summary of what makes your company unique. These are designed to be memorable and to the point.

TARGET AUDIENCE EXTERNAL

E N I L TAG PLACING PEOPLE FIRST The tagline should be used prominently in the following places:

Website Printed Marketing Materials (Flyers, etc.)

Social Media Pages Branded Items (Shirts, pens, etc.)

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WHY

Rely sets the standard for valuing the humanity of clients and talent. It creates community and ensures everyone feels valued and respected.

HOW

Rely uses technology and innovative approach to fill jobs and hire workers quickly.

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the creator

D N A BR E C I O V

INSPIRING MOTIVATIONAL KNOWLEDGEABLE PERSONABLE FRIENDLY RESPONSIVE

WE DON’T SOUND

Voice Archetype

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WE SOUND

Words are measured at the listener’s ears, not at the speaker’s mouth.

DISMISSIVE COLD DISINTERESTED UNHELPFUL CONDESCENDING

the hero

Service Archetype relyworkforce.com

E C I V R E S Y E K S G N I R E F F O

WORKFORCE CONSULTANCY SERVICES Making decisions can be hard when you’re not clear on the data and the facts.

MANAGED SERVICES PROVIDER

Let Rely be your one-stop shop for all talent needs. From vendor management, payroll, HR and everything you need for your workforce, Rely can help you consolidate services, save time and reduce stress for your team through our managed services provider relationship.

CONTINGENT WORKFORCE SERVICES When short-term or quick changes are needed, it can be hard to find the help you need. Rely is committed to supporting our clients when those moments occur. Contingent workforce services help our existing clients fill one-off, large-scale short-term projects. From hiring to HR, Rely takes care of the staffing needs, taking on the risk so you don’t have to: saving you time, and giving you peace of mind.

STAFFING SERVICES Rely works with its clients to help them find reliable, skilled workers.

Whether you’re looking for a dozen new hires or 75, Rely is an innovative, people-focused partner in helping you find the best temp-to-hire labor in your local market, saving you time and money on recruiting and hiring.

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Rely works with our clients to provide workforce consultancy services so they understand what economic indicators matter for their business, from market wage rates to competitor analysis, we dig deeper to help you trust your decision-making.

DIRECT HIRE PLACEMENTS When you’re looking for the next permanent hire in a key role on the team, Rely can help you sort through a crowded market of talented workers, saving you time and effort. Our team handles the entire process, including application review, assessments, and initial interviews. We help you identify qualified, right-fit candidates so you can spend more time focused on what matters and less time reviewing bad resumes.

GLOBAL WORKFORCE PROGRAMS In a short-handed labor market, finding talented workers who stick around can be a challenge. Rely has sponsorship programs designed to help you fast-track legal visa programs and expand the available labor pool so you have the talent you need. These programs help Rely’s customers access a new labor market that is stable and consistent while reducing the time to fill on international workers looking to become permanent residents in the United States.

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DEMOGRAPHIC

- Man, 35-45 - Married With Kids - Franchisee/Owner Of Partnering Staffing Agency White, College-Educated - Extroverted - Loves Industry Events, Happy Hours And Networking Opportunities - Sports & Golf Focused

INFORMATION SOURCES - Industry Events - LinkedIn

PAIN POINTS

- Worried About Increasing Revenue/Growing His Agency - Worried About Fulfilling Headcount Numbers - Worried About Getting Paid On Time From Partners - Frustrated With Internal Sales Growth

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S A N O S R E P

y c n e g a w e r d n a relyworkforce.com

DEMOGRAPHIC

- Woman, 35-45 - Single Mom With Elementary School Kids - Little Education/ Likely No High School Diploma - Low-To-Middle Income - Bilingual Or Multi-Lingual - Works Multiple Jobs, Looking For $14+/Hour

S A N O S R PE

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INFORMATION SOURCES

- Word Of Mouth - Advertising Around Budget Or Discount Stores - Hispanic Radio - Social Media Job Boards (Facebook)

PAIN POINTS

- Worried About Her Financial Situation/Making Ends Meet - Concerned About Pay Accuracy & Timeliness - Frustrated With Application Experiences At Other Agencies - Frustrated With Lack Of Human Connection In Hiring Processes

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DEMOGRAPHIC

- Woman, Late 30s - Probably Divorced With Kids - Director Level And Up - College-Educated (Associate’s Degree+) - Self-Care Focused - Foodie/Experience Driven - Resilient Attitude/Long-Term Employee

INFORMATION SOURCES

- Industry Events (Continuing Education Or Industry Trends) - Job Fairs - Social Media, Linkedin - Networking Events

S A N O S R E P

e t a d i n ca cathy

PAIN POINTS

- Concerned About Looking Professional & Representing Well For Her Peers And Bosses - Concerned About Reliable Talent/Talent Agency

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t r a h c r o t i t compe COMPETITOR

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PROMISE

STRATEGY

Tagline: “Performance, Powered by People” Brand Promise: Helping businesses build and manage contingent workforce solutions, with an insistence on “candidate quality first.”

Respect & Integrity: Respecting every customer, job seeker, employee and client.

Legendary Customer Service: Building relationships to drive success.

Tagline: “We’ve got work figured out” Brand Promise: We help people get back to work and companies get back to business.

Perspective: Modernizing and changing the perceptions of temporary work.

Insight: 75 years in business / Works with 90 Fortune100 companies.

Tagline: “Your Strategic Staffing Partner” Brand Promise: Connecting the right people with the right opportunities.

Honesty & Respect: Honesty in all communications and respecting all opinions and ideas.

Quality: Identify the most dependable and hardworking individuals, verifying their skills and offering fair wages. Making sure you get the employees you need when you need them.

Tagline: “The Language of Solutions” Brand Promise: Leading the way as a top staffing agency in Charlotte; Connecting talent and opportunity.

Above & Beyond: Reputation for exceeding client expectations and going above and beyond for associates.

Knowledge/Experience: Small enough to provide hands-on service yet large enough to offer a wide range of services, support, and advice. Nationwide services.

Tagline: “Opportunities Fulfilled” Brand Promise: We make it a priority to know and understand your business, challenges, goals, and hiring requirements.

Location: “We’re big but we’re local.” Services the Southeast US. Commitment to Community: Partners with JA BizTown to teach children about employment and entrepreneurial thinking.

Trust: Net Promoter Score is rated 2.5 times the industry average.

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x i r t a m e c i r p r o t i t e p com quality & service MIDDLE

Current

HIGH

Ideal

LOW

MIDDLE

price

HIGH

LOW

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s n o i t a i r a v o log MAIN LOGO

ALTERNATE STACKED LOGO

ICON

The primary logo is the main logo and should be used in most cases. It works well with white background and light colors. In cases of dark backgrounds, use the white logo. In limited cases, the all-black logo can be used.

Rely’s logo should only be used in the vertical orientation in print designs that feature a portrait orientation or a 1:1 ratio designable area. The horizontal orientation

The icon can be used for social media, watermarks, or other applications where the icon will be viewed at a small size and logotype is not necessary.

WHITE

should be used in all other cases.

BLACK WHITE

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BLACK

WHITE

BLACK

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s e n i l e d i u g o log DO NOT

DO

Stretch, lengthen, rotate or distort the logo in any way.

Leave enough breathing space around the logo. Leave a minimum of the height of the letter “W” in the logo.

W

W W

DO NOT

W

Add an outline or stroke to the logo or change the color of the logo outside of the logo variations listed above.

DO

Follow the minimum size guide. This ensures that the legibility of the logo is not compromised when used across all devices. The logo should never be smaller than 90px width.

DO NOT

Use the color logo on a dark and/or busy photo.

90px 200px

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e t t e l a p r o l o c Rely’s color palette balances a fun energy, professionalism and the ability to maintain legibility in type-driven applications.

PMS 7700 and PMS 1505 are present within the Rely logo. PMS 642 and PMS 289 should be used as secondary colors.

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PANTONE: 1505 C CMYK: 0 79 100 0 RGB: 254 90 3 HEX: #FE5A03

PANTONE: 642 C CMYK: 21 7 7 0 RGB: 199 217 226 HEX: #C6D9E2

80%

80%

80%

60%

60%

60%

40%

40%

40%

20%

20%

20%

PANTONE: 7700 C CMYK: 89 57 30 9 RGB: 33 99 134 HEX: #216386

PANTONE: 289 C CMYK: 92 71 52 54 RGB: 17 45 60 HEX: #102D3C

PANTONE: XXX C CMYK: 78 8 71 27 RGB: 25 132 92 HEX: #19845c

PANTONE: XXX C CMYK: 4 25 87 0 RGB: 245 192 63 HEX: #f5c03f

80%

80%

80%

60%

60%

60%

40%

40%

40%

20%

20%

20%

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e d i u g y h p a r g o p y t 50 PT

Rely uses the clean and legible font, Source Sans Pro. Rely uses a variety of font weights but as a general rule of thumb, headings should have a heavier weight and body text should have a light or book weight.

LARGE HEADLINES

20 PT

FONT: Source Sans Pro Regular Italic, Black or both.

All caps.

LINE SPACING: 48 pt TRACKING: 0.0

15 PT

30 PT

MAIN HEADING FONT: Source Sans Pro Regular Italic, Black or both.

All caps.

LINE SPACING: 30 pt TRACKING: 0.0

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Subheading

FONT: Source Sans Pro Bold LINE SPACING: 25 pt TRACKING: 0.0

KICKER FONT: Source Sans Pro SemiBold Italic.

All caps.

LINE SPACING: 20 pt TRACKING: 0.0 12 PT Body Copy FONT: Source Sans Pro Light or Book LINE SPACING: 17 pt TRACKING: 0.0

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e d i u g y r e g a im Lifestyle images should portray people in a variety of Rely industries (Administraion/Clerical, Light Industrial/Assembly, Non-Clinical Healthcare, Clinical Healthcare) Expressions should reinforce Rely’s friendly, approachable and professional brand.

Stock photography may be used.

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s p u k c o m d e d n a br

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Design Resource: HAVEN Creative www.havencreativeagency.com hello@havencreativeagency.com 1300 South Blvd Suite B42 Charlotte, NC 28277 704.885.1857