Goodman Masson: Brand refresh & Responsive Site UX strategy

London’s largest financial recruiter and winner of the Uk’s greatest place to work in 2015 needed a fresh take on their 23 year old business. We developed a modern refresh for their business identity, creating a new logo, colour system and responsive website design with a completely new UX strategy to make their site as easy to work with as they are.

As lead designer on this project I developed the new visual style for the branding and UX strategy for the website layout.

See the Goodman Masson site here.

(Below) The original Goodman Masson Website & Branding

A full rebrand is always a fantastic opportunity for creativity, the process began with an initial discovery phase, this working session with the client and our detailed competitor analysis made it clearer which direction the company identity needed to go in. Our suggested approach focused on simplifying the branding but adding depth to the branded material & website UI design through the use of photography and a clear colour system.

We presented various graphic and photographic style examples before beginning the rebrand. I wanted the new logo to be a modern representation of the existing material, it needed to be relatable to the old and this was achieved by carrying across the silhouette of a tree into the new logo mark, however, the new logo also represented the concept of a clear maze, implying that Goodman Masson make the search for a new role clearer and less complicated than you would normally expect.

On completion of the branding aspect of the project it was time to move on to the website UX strategy and redesign. The current offering was lacking in clear information hierarchy and the visual language didn’t allow for clear CTAs.

The main focus of the site is the job search function and the task was to simplify this route to entry. Understanding that our target audience work in fast paced environments and don’t have a lot of time to browse, the goal was to streamline the job search process from the homepage to the end of the application process and increase clarity within the layout and site navigation.

The end result was a modern, fully responsive site with clear routes of entry for visitors, a list of sectors which previously had 20+ items was distilled in to four main sectors allowing a user to instantly see what their next step was.

The page layouts within the site were designed in a way that the user always had somewhere to look next without the need to return to the main navigation.

This fluid content hierarchy presents content to a user in a way which entices them to read on and discover more about the business and roles on offer rather than just get lost in an endless list of job role postings.

See the Goodman Masson site here.

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