M-Wek's mission is to show the world the sheer power of properly considered recruitment. Operating primarily in the finance and FinTech sectors, M-Wek treat everyone with respect and never act like a recruitment robot.
There’s a big imbalance in the world of finance and FinTech. The data speaks for itself: only 17% of senior FinTech roles are held by women and 8.5% of senior leaders in tech are from a minority background. Traditional recruitment methods are failing too: 95% of employers feel ‘let down’ by them and 50% said that they usually provided them with below-par candidates. Attracting, nurturing and successfully placing the very best candidates is essential, but the M-Wek brand wasn’t communicating strongly with tech talent. Moreover, their messaging didn’t communicate their efforts to address the gender and diversity imbalance within these sectors, which is core to their identity. We took M-Wek into a new space, making them fearless and future-facing, resulting in a brand worthy of their mission and reflective of the people they serve.
Brand + Marketing Strategy, Identity + Brand Creation, Web Design, Messaging + 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
To ground the project we created a research report featuring audience profiles, key market challenges and a competitor matrix. From here we were able to build brand collateral, tone of voice and key messages, a UX focused website and brand guidelines. With these tools M-Wek were able to reach and attract a demanding tech audience, galvanise their existing audience and grow their appeal with executive boards, founders and start-up organisations.
We supported our brand strategy work with identity design that brings M-Wek to life in a distinctive and memorable way. The new branding helps to inspire and motivate the M-Wek team, creating a momentum that powers the company into the future. The design solution is visually compelling and rooted in their commitment to people, not profiles. For example, a flexible, ever evolving brand mark acts as a signifier of M-Wek’s work addressing gender and diversity imbalances. Each ring represents a statistic that M-Wek have reached, such as the number of female placements in senior positions each year, changing with each accomplishment.
The new M-Wek identity and voice cements their commitment to their core values, appeals to a tech savvy audience and establishes them as a people-focused and forward-thinking company.
To read more about this case study and our strategy behind it click here.
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