A fresh new look for Coulter Partners

When Coulter Partners, an executive search firm with a life science and financial focus, decided to refresh its corporate identity, Northbank was brought in to build a fresh and memorable look.

Coulter Partners is a well-known and highly respected recruitment consultancy built upon the senior partners’ expertise and dynamic approach. However its original identity did not adequately reflect the company’s position and reputation in the industry.

As a search firm, people and communication are at the heart of Coulter’s business and this was reflected in the logo Northbank created, using silhouetted figures in conversation within the structure of the Coulter Partners' name. The figures and the situations they represent retained the corporate feel, but brought a modern business angle to the traditional imagery used by other search firms.

A strong and memorable colour palette was required in order to set Coulter apart from its competition and use of a strong orange against black was agreed. Commenting on the colour palette, founder and CEO, Bianca Coulter, said, “Whether drawing a positive or negative reaction to the orange, it has created the interest and the individual look we were looking for. Executive recruitment is a dynamic and fast moving people business and this is reflected in our brand."

Complemented by the silhouetted black feel, the striking orange was supplemented with a warm grey that could be used to provide a further layer of depth, as used in the logo.

The silhouetted figures were combined with the orange and provided a mechanism to communicate the search process, highlighting the candidate within a crowd. This was developed to include the use of connecting line structures to show the interaction between Coulter and the client/candidate.

The resulting look provides a strong platform that can be applied across Coulter’s materials, for example, providing striking business cards and stationery. Northbank is currently designing and building the Company’s new website which will showcase the new identity.

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