TEAM THEORY

From transactional recruiting to collaborative team building.

Before

After

How an agency upended executive recruiting with a new model for building great teams.

THE CHALLENGE
A personnel agency with fresh ideas about hiring and team building needed a positioning, name and identity that showed they were everything but a typical recruiter.

THE SOLUTION
The brand positioning, called "Team On Up," captured their holistic, strategic process of translating business objectives into human capabilities, not just collating individual resumes.

Next, we went through a rigorous process of renaming the agency, from David Osborne Consulting, to Team Theory, which reflected their incorporation of cutting edge thinking about leadership and team dynamics into the hiring process.

With the help of my network of designers, we created a bold, energetic new logo and supporting website.

C&G Partners

Rebranding a storied design firm around a big 21st century idea.

THE CHALLENGE
A creative agency with roots in mid-century Golden Age design needed to bring a renewed sense of focus and purpose to their work, to attract new business and to internally inspire a staff of 40 designers and architects. But how do you bring together a diverse portfolio of award-winning work spanning investment banks, museums, and sports arenas into a coherent narrative?

THE SOLUTION
After conducting internal executive workshops, customer interviews and online surveys with staff, we recognized that what united the previous decade of work was the ambition to use design to impact culture and "Design for Culture" working philosophy was born.