Sketch Corp. was approached to develop a brand for Agri Talent, a specialist agriculture recruitment provider in Australia. Agri Talent provides permanent recruitment and executive search services exclusively to Australian agribusinesses, with a process-driven approach. The Australian agriculture industry is diverse, covering a wide range of sectors, and Agri Talent is quickly establishing a reputation for their passion and expertise across these sectors. In addition to being in high demand from agribusinesses seeking skilled permanent staff, they’re known for their active support and advocacy of growers and producers throughout the industry.

Agri Talent services farmers – producers, graziers and growers – right throughout Australia, as well as candidates – those with suitable skills and experience looking to take on the next step in their career journey. This presents interesting target audience grouping as the needs of each, clients (producers) and candidates, are vastly different. Where clients are searching for an agency with expertise and the ability to find the right person, quickly, candidates are searching for an agency that they can connect with and feel comfortable in, knowing that their recruitment agency has their best interests at heart (after all, taking on a new job is a big milestone in someone’s life).

Sketch Corp. was engaged to create a complete brand visual identity for Agri Talent, as well as rolling this out on marketing collateral, and designing a new website for the company – https://www.agritalent.com.au/. Critical factors in the brief included showcasing the company’s expertise and the industry it operated in, as well as representing the dynamic and fresh team and approach that the company encompasses. In an industry that is dominated by the ‘old school’ players, Agri Talent wanted their brand to be a breath of fresh air. Additionally, with all recruitment strategies, except for conferences, taking place digitally, it was critical that the brand and supporting brand elements translated to digital platforms and that it would be eye catching on job platforms and across social media channels.

There were a number of key decisions that were made when developing the brand identity, including: Naming – arriving at the name Agri Talent clearly positioned the company in the agriculture industry, and as a source for skilled people. To embody the dynamic nature of the company and to ensure the brand translate to digital, we knew that colour selection had to be bold and somewhat youthful, without crossing over to juvenile. Knowing that the brand had to speak to two unique audiences, we decided that there needed to be a visual system for communicating with each audience – there needed to be a visual cue for knowing that “XYZ” communication was either for a candidate, or a client. To represent the brand’s new, dynamic and efficient approach (compared to existing industry players) we decided that the visual identity had to be simple.

In short, our team adopted the same design process that we do with all brand identity projects – brief & inquiry, discovery, ideation, feedback, iteration, delivery. Some noteworthy decisions that were made throughout the decision process include: Within the ideation phase, our team researched agriculture land maps and the shapes that were common in these, and what they represented. These were visually explored, and then refined, to create a series of shapes that construct key icons for all of the sectors within agriculture that Agri Talent services. Further, one of the shapes forms the leaf in brand’s logo. In ideation, the colour palette that we presented, and that was agreed to by the client, allows for candidate communication and applications to be in a separate colour (purple) to client communication and applications (green).

Deliverables included colour palette, typography selection, logo design, custom pattern design, signage, stationery design, presentation (pitch deck) design, tangible conference material and merchandise, website design, social media templates for job posting.