People intelligence consultancy Armstrong Craven has unveiled a new brand identity. Epitomised by a new logo, the new brand identity affirms that people are at the centre of business success. The rebrand is part of a wider evolution of services that the firm now offers.

In addition to the logo, the new creative style illustrates the different perspective that Armstrong Craven brings to the world of talent. The qualities conveyed by the new brand include illumination as well as the connection between people and intelligence.

Armstrong Craven’s Chief Executive Matthew Mellor explained the decision behind the rebrand: “In the changing world of talent we understand that companies are no longer at the centre with great talent wanting to work for them, but that people are at the centre and that companies need to engage and build relationships with people.”

He added “We help organisations to better understand the markets they operate within and the markets they hope to enter. And we provide the people they need to make it work. This was the starting point for our new creative style.”

The new brand marks the beginning of a new era for Armstrong Craven in terms of go- to-market strategy, and acts as a springboard for its growth plans. The brand identity is an integral part of this development and reflects the unique way in which Armstrong Craven works with clients to help them derive value from their partnership.

Mellor added “We believe that intelligent people improve performance by creating an intelligent business, and that business success is about what you do today to secure the people you’ll need tomorrow. Our new look is intended to demonstrate how Armstrong Craven digs deeper, travels further, looks longer, thinks harder – about what people and businesses want.”

The new brand was developed in partnership with London based creative agency Birddog. Jackson Russ, Account Director at Birddog added: “We worked closely with Armstrong Craven to understand their unique approach and develop a brand strategy and creative platform able to reposition the business in a highly competitive market. The outcome is a compelling brand story which resonates strongly with the internal team and challenges the external audience to think differently about their people and business decisions.”

The rebrand is a first for Armstrong Craven, an organisation that evolved from an outsourced partner to executive search firms in 1990, to become an international provider of insight, search and pipeline services. Armstrong Craven now works with leading global corporates in over 120 countries across all continents.