How can brand change maximise opportunity?


After a period of acquisition, FTSE 250 recruiters Matchtech faced a tough brand challenge – a complex organisational structure which also featured a matching Group and sub-brand name.

Any new brand strategy had to position them to maximise global opportunities moving forward.After a comprehensive research stage, the solution lay in a simplified, sector-focused structure and a new Group identity, which created greater clarity about the relationship of Group to operating brands.

Throughout our research workshops the Group was constantly referred to as a ‘paternal figure’, providing support, but allowing each company to be individual. This insight drove the idea of adopting the language of genetics/DNA for the new name, Gattaca, and visual style for the Group brand.

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