In the highly saturated Dutch recruitment sector, Smoove faced a familiar challenge.
Competing companies were all chasing the same pool of candidates using nearly identical strategies and uninspired communication. Recruitment had become predictable, process-driven, and visually indistinct, leaving little room for genuine differentiation. Smoove recognized the opportunity to challenge this status quo. They sought a brand identity that would not only stand out but also reflect their bold, unconventional mindset and ambition to lead through difference.

The new brand identity was crafted with a clear strategic purpose: to actively contribute to long-term brand equity for a company with deep expertise and an ambitious growth trajectory.

Every element of the visual and verbal system was designed to make the brand unmistakable. The identity leans on high-impact contrast, emotional resonance, and lasting memorability. Sharp gradients, confident and structured typography, and a minimal vector illustration style dramatize Smoove’s positioning as a connector in the recruitment journey.

Photography focuses on real human expression to evoke warmth, trust, and relevance. The tone of voice is simple, straightforward, and authentic. All designed to cut through corporate noise with clarity and intent.

Today, Smoove’s identity does more than create visual recognition, it delivers strategic value by reinforcing relevance in a crowded marketplace.

The brand now captures attention and holds it, affirming its promise to do what others won’t. Through consistent application across all touchpoints, Smoove occupies a distinct, defensible space in the minds of its audience, where confidence and personality lead the conversation.