We started by creating a logo for HR7 because the company insisted on keeping the name. During our work, we found out that the name HR7 turned out to be extremely popular among HR specialists, and we discovered several companies with a similar name in Poland and Germany. This did not give a chance to build a strong brand, and it simply confused customers when searching online. Taking into account the already developed and approved idea for the HR7 logo, and the fact that the company by this time already had contracts with several regular clients in Western Europe, we proposed a successor name very similar to the old one - AR7.

It looked better and even sounded better in European languages. And most importantly, it did not require translation. For the text name, we suggested "a.r.seven", which allowed us to create a text logo in addition to the AR7 brand.

The symmetrical heraldic emblem was an important element of the brand strategy, because from the very beginning the company intended to use it on work uniforms. The emblem had to look so that it would appeal to a worker of any age, and he would be proud to wear it not only at work. It was clear that construction workers had never belonged to the aristocracy, so no crests. No small details to make everything clearly visible from afar. An emblem with an inscription didn't work for us. An inscription with the name of a little-known recruiting company consisting of two letters and a number would not make the builders proud, and we needed the workers to be proud of themselves. We thought of the elite military and suggested a chevron-shaped emblem. It looked like a shield. This resemblance immediately gave us advertising ideas, which we will talk about in more detail in the advertising section.

For the website and not only we made a text logo in which we put dots to separate the characters and wrote our number 7 in words. We proceeded from the fact that if the emblem in the form of a shield is positioned by us as a special mark, it should be used as a trademark. For documents and other corporate needs, a text logo is better suited. This approach allowed us to somewhat separate the AR7 mark from the company itself and as if to make it the owners of those who wear it on themselves. We were sure that proudly wearing a corporate name on the chest outside of work will be few willing - it is quite another matter if it is a stylish special sign.

The AR7 recruiting company's product is а construction worker, so its appearance should act as an attractive package for the product that customers buy. Workwear is as important to AR7 as its iconic bottle is to Coca-Cola. The role of AR7 workwear in brand visualization is exactly the same. For the market, an AR7 worker is not the same as a worker who is usually dressed in a uniform by a construction company, because for a construction company, an employee is an internal resource, not a final product. Therefore, the clothing style must be attractive and visually obvious so that it can be instantly identified with the AR7 brand. The style must be such that it can be easily and inexpensively reproduced at any scale if necessary. The style must correspond to the main advertising idea of the Superhero (spoiler alert) and the brand promise, and be such that employees want to follow it without coercion. The uniform must have an easily recognizable distinctive element that can be temporarily used for identification even without the image of the brand symbols. We found such an element of identity for a construction site landscape. Meet Little Red Riding Hood!

If you read all the way to the end of the case study, you'll find out where those two strange stripes under the AR7 sign come from. Come on, we're not doing this to lure you in. This is not a paper book, if you don't want to wait, just follow this link and read the explanation at the end about these stripes and then you can always come back to the next section.

This site is not as simple as it might seem at first glance. We gave it a standard business look to make visitors feel comfortable. But you most likely won’t find something like this among ready-made templates. We created a real agency website for the client. Anyone who works according to the agency principle will understand what the problem is. The agency always conducts two-directional marketing. His clients represent two completely different audiences. You will now understand how different they are. In our example, these are construction workers whom the agency hires and construction companies to which it provides them under contract. On the one hand people, on the other companies. It is difficult to implement two marketing communications for b2c and b2b on one website at the same time. The interests of these groups are opposite, the needs for information and the ways of obtaining it are so different that we were already thinking of persuading the customer to create two separate sites. Some agencies do this. The only thing that kept us from making such a decision was that the interests of the builders and the companies converged in that both sides wanted to clearly understand who they were dealing with and look a little behind the scenes. It is important for workers to see which construction companies they will work for, and companies are interested in how the agency selects applicants. We separated the client flows at the very beginning of the main page, and marked them with different colors. Black for builders and white for companies. The corporate territory of the agency itself is also on a white background. We used a variety of illustrations for both to improve perception and maintain a consistent style.

We did not use the drawings for decoration, but as explanations. Dealing with serious people on both sides, we used in the illustrations not the usual doodles, but typical characters. To balance the lighthearted cartoon style and give the agency a serious corporate look, we developed original icons stylized as a corporate logo.

We have prepared texts that convey to customers the brand promises that are important to them. Those are the very promises that the client wants to know about before looking at the company logo and remembering its name. Before getting to the site and finding out what a wonderful company he has to deal with, the client sees an advertisement. We will talk about it further.

Even though a brand's advertisement is created last, customers will see it first. This will begin their acquaintance with the brand. If your clients are builders from Eastern European countries who do not like advertising, then loving your product will be as difficult for them as loving a stranger. Fortunately, this is not impossible. Our recipe for such a difficult case is simple - you need to show them what they already love. You may have already noticed the builder-superhero on the main page of the AR7 website. This is the very advertising idea that we developed for the service brand so that it could be effectively advertised with minimal budgets. To do this, we adapted a well-known cult character instead of inventing something original.

The emblem is applied to the clothing using reflective paint. In order for the emblem to be used on the red cap and clothing at the same time without creating a repetitive effect, the brand images had to be different. This is not an easy task when you only have one emblem. We found a simple and elegant solution that we are proud of. It is two stripes below the emblem on the garment. This is not just a decorative element to give the emblem visual stability, the two stripes symbolize the reflective elements of the famous yellow vest, which is used not only by protesters in France, but also by construction workers on all continents. In this way, an ordinary T-shirt with the logo becomes a construction worker's garment with a signaling function. We added the same two stripes to the cape of our superhero builder. The result is an original, recognizable and easy to remember visual image. Now an AR7 employee will look like both a superhero and a builder, and our superhero will look like a superhero-builder. The circle is closed by two symbolic stripes.
And that's not all the connections we've created between the employee and the superhero. The advertising slogan "We work like superheroes" and the illustrated explanatory text we wrote for AR7 created an additional mental connection between them.