United Personnel

Brand Development

  • Copywriting
  • Design
  • Illustration
  • Web

When United Personnel asked us to redesign their website, we took the opportunity to entirely revisit their brand identity. We used an illustration of the Springfield, Massachusetts skyline and their tagline, “How Great People Get to Work,” to develop a differentiated identity in United Personnel’s brand space. We ditched stock photography in favor of illustration, steered clear of industry-heavy jargon in favor of plain messaging, and employed iconography to visually reinforce copy. 

We also faced the challenge of speaking to a bifurcated audience on United Personnel’s website—employers and job seekers—which we solved by asking the visitor to self-select at the landing page and then targeting all future content to their respective concerns.