M-Wek's mission is to show the world the sheer power of properly considered recruitment. Operating primarily in the finance and tech sectors, M-Wek treat everyone with respect and never act like a recruitment robot. They're also driving change within their industry by actively working to address the gender and diversity imbalance within these sectors.
Brand + Marketing Strategy, Identity + Brand Design, Web Design, Copywriting, Illustration + Animation.
“Barefaced took the time not just to understand our brief, but to understand us. As such, the final result was basically, perfect. The feedback we have had on our website has been outstanding. They even made me change my logo which I would NEVER have thought of doing. It really worked.”
– Mark Weclawek, Founder
We referenced serif fonts from Broadsheet newspapers, such as the Financial Times, to create a feeling of familiarity and trustworthiness among M-Wek’s business savvy audience. We leaned into this further with the colour palette – taking yet more inspiration from the Financial Times and it’s famous pink pages. By updating the pink to a warmer more modern hue, we created a calming and nurturing colour that fits nicely with M-Wek’s human approach to recruitment. Affable, charming and conversational, this peach is a looker.
To underpin the colour palette with a dose of seriousness, we added a deep blue which is known to evoke feelings of reliability, trust and dependability. Deep blue is the go-to for many banks, financial institutions and social media giants for this very reason. We went one step further by adding a rich teal, a unique blend of blue’s stability and green’s optimism. Finally, a light warm grey acts as the neutral shade, whilst benefiting the palette further with its futuristic, stable and dignified connotations.
The primary logo features a tightly kerned hyphen to appear more ‘solid’. It’s accompanied by a rotationally symmetrical monogram, which gives the brand an air of refinement and tradition. It’s counter part, the Circle brand mark, draws from financial graphs, pie charts and every PowerPoint in the history of office meetings. Each ring in the circle acts as a percentage bar for key M-Wek statistics, revealing data on the issues close to M-Wek’s hearts, such as the number of female identifying candidates they placed in a year. The idea here is to redraw the logo regularly to reveal a progression in their accomplishments. This allows M-Wek to provide a public record of their success and growth in a visually compelling and modern way. Furthermore, it cements M-Wek’s commitment to their core values and key objectives, positioning them as relationship focused brand that looks at the whole person, not just the profile.
Brilliant branding is something that needs to be flexible and the introduction of colour gradients is way to efficiently achieve this. Colour gradients allow us to customise the M-Wek design language in a way that lends itself to emerging trends in marketing personalisation. Design and tech savvy audiences will appreciate and recognise the gradients as a marker of modernity, whilst the colour palette ensures that no one audience feels alienated.
Gradients provide a strong backdrop to M-Wek’s new website. Sitting as an animated canvas, they form the foundation on which everything else is based upon. The peach acts as a guide, directing and encouraging users around the website, indicating what to click and highlighting calls-to-action. Delivered in a collection of pages that take more inspiration from broadsheets, these column based layouts are rich with typographical details, animated charts and M-Wek’s core values.
The brand tone of voice has been established to act more like a knowledgeable friend instead of faceless office entity. The copy, written in partnership with M-Wek, blends professional insight with informal turn of phrase. Optimistic, straightforward and with a little dose of wit, we aimed to create a verbal identity for M-Wek that is both polished and approachable.