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There was something inherently ‘right’ about Creative Niche’s existing brand platform. For this forward-thinking creative staffing agency, it made sense. However, without a definitive articulation of that brand, communications were lacking structure. That’s where we came in to lend a hand. And design a site.
We began our relationship with Creative Niche in 2008 with the goal of forwarding the company’s web presence by leveraging the significant investment made in its identity and legacy communications. However, without clearly defined positioning as the basis for our work, there was no clear direction, no informed decision-making and no obvious measure of success. Our exploration of the ‘roots’ of the company’s brand expression led to a solidification of an underlying concept – and a successful site design. As a springboard for revitalized communications, the site retains strong continuity with pre-existing communications materials while opening the brand to a wealth of unexplored opportunities.
Most apparent in this new brand space is the company’s broadened use of natural imagery – imagery that speaks not only to the ‘spirit’ of the organization but also to the basic mechanics and quality of its relationship-centric offering. Images depicting high-level concepts such as environmental adaptation and sustainability speak to Creative Niche’s ability to respond to unique client requirements with creative, progressive solutions. |
