Talent Partners
MEETING THE CHALLENGES OF THE GLOBAL CREATIVE COMMUNITY
Packaging the services of a legal team, accounting firm, payroll department and media data analysts under one roof, Talent Partners positioned itself as a singular solution to the business complexities of working with high-level creative talent for global ad campaigns. Despite a client roster that included 23 of the largest global advertisers and more than 1,500 brand partnerships worldwide, the Talent Partners’ visual identity was perceived as dated and out of sync with its reputation as a leader in the advertising and media industry. As Talent Partners focused on bringing innovations to clients and growing as a company, their brand identity had become neglected as the company evolved.
Charley created a plan to change all that by establishing an enterprise-wide brand communications system for Talent Partners, from initial research and brand strategy development through internal and external messaging projects. Charley evolved the brand identity and brand style guide and implemented the brand messaging strategy across multiple media platforms.
PROJECT SCOPE
Brand Strategy
Brand Identity
Marketing Collateral
Advertising
Packaging
Environmental Design
Web Design
The Talent Partners logo symbolizes the marriage between creative and business. Their partner-centric philosophy is a promise to bring solutions across a broad spectrum of client needs.
Charley established a new brand strategy and enterprise-wide brand communications system that reflected Talent Partners’ future-forward capabilities backed by a trustworthy reputation. Based upon that strategic foundation, we evolved the brand identity, brand style guide, marketing collateral and website alongside a print and online advertising launch during Ad Age’s Advertising Week and at Cannes Lions International Festival of Creativity. The brand style guide introduced a color palette, typographic style, photography and iconography that is fresh, modern, human and accessible.
Modernizing Talent Partners’ digital communications to the marketplace, employees and recruitment candidates.
Talent Partners’ website was redesigned and positioned to be a valuable asset for advertisers, agencies and a trusted resource for key industry insights. The responsive design and simple navigation allow users to quickly and easily access the information they need and provides advanced search technology enabling visitors to search by media type or products and services. The newsroom was developed to share Talent Partners’ wealth of knowledge and provide industry insights to help clients grow their business. An education section was added to feature Talent Partners’ leadership forums, creating a space where clients and agencies could connect to share ideas and resources. This became one of the most popular sections of the site, with events selling out regularly.
The brand launch campaign was designed to speak to the advertising community in a way that delivers on the Talent Partners personality: bright and bold. Innovative and experienced. Friendly and knowledgeable.
Creating a modern, inspiring work space.
To ensure the Talent Partners brand was successfully integrated into their new Chicago and New York offices, Charley collaborated with the architects at the inception of interior design, providing creative direction and brand oversight. Charley designed and managed the installation of all interior graphics and signage. Talent Partners hosts educational events in their offices, attended by both agencies and advertisers. The branded office spaces provide another opportunity to present Talent Partners to its clients as a thought leader with extensive experience and a track record of dependability.
The Talent Partners brand story was also produced as a print brochure, containing products and services one-sheets allowing for content customization. The flexible format can be adapted to any target audience, making it an essential everyday tool for meetings and presentations.
Launching a new technology tool to streamline workflow.
nABLE is Talent Partners’ mobile-optimized, cloud-based software tool that offers the global creative community improved control and oversight of production services information anytime, anywhere in the world. To launch this new product offering, Charley developed a brand identity that included a logo, product positioning, app icon, UX design screen graphics, visual collateral and trade advertising. Additionally, a product launch kit linked viewers to the Talent Partners website and a video showcasing the nABLE product and its benefits.
An underscore on the letter “n” and a pop of color places visual emphasis on the first syllable of the product name.
Creating an ongoing conversation for a global creative summit.
Talent Partners was a regular sponsor of the Cannes Lions International Festival of Creativity, including The Little Black Book Beach Party and Post-Awards Dinner. To bring the spirit of the festival to a post-event mailer, Charley developed a custom box that was sent to guests of these exclusive dinners, which included a bottle of the same Château Minuty wine served at Cannes Lions’ signature events. The mailer was a nod to Talent Partners’ interest in continuing the conversation with their well-cultivated network and turning ideas into results.
