Mid-market Case

BarkerGilmore

All aboard

BarkerGilmore is a boutique executive search firm recognized by CEOs, boards and executives as best-in-class for legal and compliance leadership positions at Fortune 500 companies and premier NFPs. BarkerGilmore’s exclusive access to industry leaders, diverse talent base and roster of senior advisors enable the firm to place and optimize in-house legal and compliance teams for long-term success.

Challenged with sub-optimal brand awareness, a lackluster brand and an outdated website, BarkerGilmore engaged MonogramGroup to reinvigorate the brand’s identity and position it as a world-class executive search and advisory firm on par with the global brands.

Client:

BarkerGilmore

Category:
Staffing & Recruiting

What We Did:
Brand Repositioning

In-depth understanding

MonogramGroup conducted qualitative research with internal personnel and key client contacts. We also conducted two focus groups with the Senior Advisors to generate further insight on their roles with the firm to uncover additional insights. Additionally, we analyzed their competitors’ websites and social media platforms to benchmark where BarkerGilmore stood in the industry.

Up and to the right

BarkerGilmore’s value proposition of going above and beyond needed to be expressed in the visual identity system. After exploring a range of logo directions, the client opted to proceed with a four-circle concept that visualizes candidates that clearly stand out from the rest (and by implication, so does the firm itself).

Moreover, the varied colors highlight the commitment to a diverse candidate population BarkerGilmore brings to the table.

Bringing the brand to market

We planned and executed a robust WordPress website featuring complex site architecture and content tied to deep SEO research. The sophisticated yet engaging U/X design tone of voice in the copy encapsulated the personality of the new BarkerGilmore brand.

BarkerGilmore Website Desktop and Mobile

Course correction

Unfortunately, we were unable to conduct a photoshoot due to Covid-19. However, we researched and implemented high-quality stock photos and videos that effectively communicated the repositioned brand.

Dressed to impress

MonogramGroup also developed a full suite of marketing collateral including a reimagined sales presentation deck, email templates, brochures, business cards and more.