Design consultancy: Elmwood
Advertiser: Craft

Executive Summary

Recruitment agency Craft had just finished its first year of trading. Although it had made a small profit, it had fallen short of its turnover target. Founder, Dan Crowder, knew it was capable of achieving it but feared the agency lacked stand out in a competitive market.

Among recruitment agencies serving the creative industry, you might expect to see, well, one or two really creative brands. But among those covering the Leeds area, there were few, if any. Nonetheless, the market was highly contested, with many established players bidding for the attention of the area's agencies and brightest creative talent. Dan recognised the need for a strong brand that would position Craft as an active part of Leeds' creative community, rather than simply being in service to it.