Imagine this situation: your company is facing an extremely challenging period and the failure of even one person would cause an absolute catastrophe. And who suddenly ends up on sick leave? Top manager and leader of the whole project.
A manager for hire, i.e. can it be anonymously?
This is what any CEO’s nightmare could look like. Fortunately, there’s TOP HEADS, a leader in interim management that covers the rapid hiring of executives. TOP HEADS was the first in Slovakia to hire experienced managers, and they still stand their position as the market leader, but they want to go further. And we undertook a refresh of their original visual identity.
Evolution, not revolution
For us in mantra.22, brand knowledge is sacred. So it is clear to us that if your clients already know your identity and your branding meets the criteria for possible expansion abroad, there is no need to change it from the scratch. It was the same in the case of TOP HEADS. The client’s original request was just to get rid of the tie symbol in the logo, as the world of senior management has kind of grown out of ties. However, we approached the experienced art director Tomáš Makovický and took it two steps further.
We’ve also tweaked the kerning in the logotype and the tagline underneath, giving them more space around them to, paradoxically, make them stand out. We then looked at the original design manual and designed new elements into it. The colour belt adds a corporate red colour to the new visuals, while the structure of the triangles symbolises the connection of the three parties: the employer, the interim manager and TOP HEADS.
We also proved the font hierarchy. We redefined the original Roboto font, which was used for all text types, to a secondary font for longer copy texts, and found a new font, Corso Medium, based on the existing logotype. This will now be applied to headlines and other important, shorter texts.
Of course, we also refreshed our social media accounts, where we cleverly used our new brand asset – the pattern of triangles. And since the client manages social networks himself, as part of the assignment we have also prepared an editable template in Canva, where he simply prepares the content he needs.
The relationship between TOP HEADS, interim managers and employers is a very personal one and we have reflected this in the update of the email signatures, which now show the faces of TOP HEADS. They are also fully compatible with the internal CMR system as well as the dreaded Apple Mail.
Quite a nice upgrade, isn’t it? All the changes and additions have been tidied up into one clear brand manual and the new design phase of TOP HEADS can begin. What about your brand identity? If it also needs a fresh perspective, get in touch with us at hello@mantra22.com.
