Commisioned by Generation
Brand Identity: Sebastiaan Smink, Boris Acket
Graphic Design: Boris Acket
Web Design: Bolden
Photography: Annegien van Doorn
RIPPING UP THE CORPORATE RULE BOOK
Generation wanted an identity that stood out in a sector of boring corporate brands. As a recruitment company, they wanted to appeal to a fresh new cohort of talent, whilst still feeling accessible to an older demographic.
During our identity workshop we discovered that Generation had a disruptive and ambitious spirit; they like to push the boundaries of company culture, embedding democratic principles at the heart of the business. But how to embody this spirit without feeling like industry outsiders?
We designed an identity that allows Generation to be fun and radical whilst maintaining a polished and professional feel. By creating a type-based identity with the most common typeface of all, Helvetica, we laid the base for a recognizable and trustworthy aesthetic. We then gave Generation tools to disrupt these conventional foundations, with annotations and doodles in optimistic yellow.
In addition, we created pathway iconography which runs throughout the visual identity - reinforcing Generation’s role as a guide for clients in their next career move. The playful visual identity was reflected in the tone of voice; professional, but not taking itself too seriously.
Then, following the development of Generation’s brand identity, we were tasked with creating their first photo series for the new website.
As Generation specialise in Integrated Project Management in Construction and Infrastructure, we used these two sectors as our starting point. From there we created a series of photos blending work and play in a quirky assemblage of office moments. Using a documentary-style approach, the resulting images are attention-grabbing whilst feeling warm and personable.