Marshmans HR Services
A premium visual brand solution for a premium HR provider
Marshmans HR Services has been providing recruitment services to Geelong and regional businesses for three decades. In response to increasing industry competition in the Geelong region, including that from national and global brands, Marshmans seek to reposition their brand and secure strong market share into the future. DDG was engaged to manage the brand repositioning and develop a communication strategy to fit.
DDG created Marshmans’ existing brand around 10 years ago. The brand has demonstrated longevity and depth, remaining relevant over a decade of evolution and growth in a changeable commercial environment. The focus now was on rejuvenation to ensure it continues to reflect the Marshmans brand values and personality set to unfold over the next 10 years.
Working closely with the client, DDG identified that Marshmans HR Services had transitioned from a recruitment agency to a full-service HR provider and that there was a strong emphasis on Performance Improvement services, particularly going forward. The new brand would communicate a “one-stop-shop” concept underpinned with a consultative approach … and it would be contemporary, memorable and corporate-looking.
DDG conducted a brand analysis/audit, including competitor review and recommended that the business be re-launched under the simple name “Marshmans”, shifting the brand descriptor to a strong positioning statement “Premium HR Solutions”. “Premium” denotes exceptional quality and conveys that Marshmans is superior, experienced and leaders in their field. “Solutions” mirrors the emphasis on consultation and full-service delivery. The simple, no-fuss language instils confidence and acceptance.
 The DDG creative team developed a visual brand solution with a striking yet professional look centred on the Marshmans “M”, with the now shorter wordmark in upper-case below.
Fred Thompson, DDG Creative Director, explains. “We developed the M as the prominent graphic element, making it a distinctive motif that will be easily recognised right across the marketing collateral, so that eventually it becomes shorthand for Marshmans. We looked at what Marshmans’ competitors were doing visually and found a predominance of reds and navy blues. In contrast, we selected a palette of teal blue and dark grey – a very professional-looking stand-out pairing, that Marshmans can call their own.”
The chosen font, Meta, is modern and slightly rounded, giving the logo a very approachable feel. The same font is now prescribed for all Marshmans marketing materials ensuring a consistent and uniform identity.
“It’s integral to our creative development criteria that we deliver visual branding with styles and elements that can be distilled down into a range of marketing communications – we consider how our end product will work in a range of applications from signage, to business stationery, to brochures, to vehicle livery, to office fit-out, uniforms and web applications,” says Fred. “In Marshmans case, we have developed a strong visual vehicle for their brand with the versatility to be reproduced over and over again. That’s how quality visual brands are built.”
Alongside the creative design, DDG developed a communications plan incorporating a 4-phase roll-out of the new brand from initial public launch through to a “replenish and replace” strategy for printed collateral and alignment of sales processes to the fresh corporate identity. It includes development of a Style Manual to set the standards for consistent use of the brand’s visual elements, an integrated advertising campaign and, down the track, a revitalised website.
Through DDG, Marshmans has recruited for itself a premium brand that drives to market the Marshmans key proposition of premium HR solutions … and will continue to do so for many years to come.
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