We’re proud to share our rebrand for Mustard, creative recruitment experts. They recognised that they needed to respond to changes in the creative industry’s recruitment demands: clients regularly request talent with ever-more specific skills and experience. The solution needed to be highly crafted and conceptually strong to appeal to its designer audience.

We did this by underlining the ‘MUST’ in the name to reflect the urgency and importance of getting placements right. We used typography to increase the sense of stress, enlarging key words. And then we used humour to let off steam and make our point: crazy, truly impossible demands… but if anyone can meet them, it’s us. The tone is key: calm and good natured in the midst of a storm… people you can count on.

As well as the identity we designed a website and a series of promotional items. This included a set of black and grey pencils, with matching boxes. These push the idea that when you have a tricky brief Mustard’s attention to detail is the only way to answer them. We have heavily collaborated with copywriter Scott Perry, the Bard of Bray, to help strike the right balance of absurdity and wit.

See the case study in full here.

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