When Kate was referred to us via an associate we jumped on the opportunity to create her logo for her new brand of recruitment service. It was important to her that she projected the personalised care aspect of her style of recruitment in the industry. She asked if we could develop the logo and branding of her new venture. This was to include her signature purple shade. Initially, the discussion was around getting the care aspect across visually. Like all our projects we discussed their aspirations and the realistic goals, all would like to achieve with the project. As always we requested some visual material to gather an insight as to what they perceive as "caring and personal" and the essence or feel that they wanted to project.

We began by looking at the visual cues in our society, hands, heart and so on. But we wanted a distinct mark that would be legible whether large or small. We considered the main focus at its simplest level for TaylorCare's brand direction, and that was to keep in mind a common catch-cry that is verbalised often in marketing "it's about people" in this case the portrayal of the human figure. That resonated with TaylorCare and was a favoured direction. We then refined some of the thumbnails to come up with the two-stroke mark with the overlapping qualities. This symbolised the multiple talents in the people recruited, offered and sought by TaylorCare.

To further enhance the caring aspect we suggested the softer colour palette chosen for the mark and any branding in the future. The font was a strong sans style, simple and versatile and when it needed to could be a light version as well.