RELY Brand Book 2023

PLACING PEOPLE FIRST

BRAND BOOK BRAND BOOK

TABLE OF CONTENTS TABLE OF CONTENTS

Brand story

Pillars

Positioning statement

Elevator pitch

Service delivery guarantee & promise

Tagline

Brand voice

Key service offerings

Personas

Competitors

Logo variations

Logo guidelines

Color palette

Typography guide

Imagery guide

Branded templates

BRAND STORY BRAND STORY

BRAND ETHOS

We help people and companies unlock their potential.

BRAND PILLARS BRAND PILLARS

THE DEFINING TRUTHS, STRENGTHS AND KEY DIFFERENTIATORS OF A BRAND. BRAND PILLARS BRING A DEEPER MEANING TO WHAT THE BRAND THESE ARE WHAT WILL BE USED TO CONVEY TO POTENTIAL CUSTOMERS WHO RELY IS AND WHAT RELY STANDS FOR.

THE HUMAN ELEMENT

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.

INNOVATION

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.

RELIABILITY

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.

positioning statement

positioning statement

For employees and the companies that depend on them, Rely Workforce Group uses technology and a humanityfocused approach to provide reliable, large-scale staffing solutions that help everyone unlock their potential.

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

elevator pitch elevator pitch

Rely Workforce Group is a volume staffing company that helps people and companies unlock their full potential through innovative, reliable practices that recognize the human element in recruiting.

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

service delivery guarantee service delivery guarantee

IF

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

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

brand promise brand promise

JOB PLACEMENTS YOU CAN RELY ON.

TAGLINE TAGLINE

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

WHY

The tagline should be used prominently in the following places:

Website

Printed Marketing Materials (Flyers, etc.)

Social Media Pages

Branded Items (Shirts, pens, etc.)

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

WHAT HOW

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

PLACING PEOPLE FIRST PLACING PEOPLE FIRST

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

BRAND VOICE BRAND VOICE

Voice Archetype the creator

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

WE SOUND

INSPIRING MOTIVATIONAL KNOWLEDGEABLE PERSONABLE FRIENDLY RESPONSIVE DISMISSIVE COLD DISINTERESTED UNHELPFUL CONDESCENDING

WE DON’T SOUND

the hero

Service Archetype

KEY SERVICE OFFERINGS KEY SERVICE OFFERINGS

WORKFORCE CONSULTANCY SERVICES

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.

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

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

agency andrew PERSONAS

industry ingrid PERSONAS

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

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

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

PAIN POINTS

canidate cathy PERSONAS

- Concerned About Looking Professional & Representing Well For Her Peers And Bosses

- Concerned About Reliable Talent/Talent Agency

competitor chart competitor chart

COMPETITOR PROMISE STRATEGY

Tagline: “Performance, Powered by People”

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

Tagline: “We’ve got work figured out”

Brand Promise: We help people get back to work and companies get back to business.

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

Legendary Customer Service: Building relationships to drive success.

Perspective: Modernizing and changing the perceptions of temporary work.

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

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

Tagline: “Your Strategic Staffing Partner”

Brand Promise: Connecting the right people with the right opportunities.

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.

Location: “We’re big but we’re local.” Services the Southeast US.

Tagline: “Opportunities Fulfilled”

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

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.

logo variations logo variations

MAIN LOGO

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.

ALTERNATE STACKED LOGO

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 should be used in all other cases.

ICON

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 WHITE WHITE BLACK BLACK BLACK

logo guidelines logo guidelines

DO NOT

DO

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

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

DO NOT

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

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.

color palette color palette

PANTONE: 7700 C

CMYK: 89 57 30 9

RGB: 33 99 134

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.

HEX: #216386

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

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

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

: Source Sans Pro Regular Italic, Black or both. All caps.

LINE SPACING: 48 pt

TRACKING: 0.0

MAIN HEADING

: Source Sans Pro Regular Italic, Black or both. All caps.

LINE SPACING: 30 pt

TRACKING: 0.0

20 PT

Subheading

FONT: Source Sans Pro Bold

LINE SPACING: 25 pt

TRACKING: 0.0

15 PT

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

imagery guide imagery guide

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.

branded mockups branded mockups