Providing for the three distinct audiences of job seekers, employers and the Xact team themselves meant considering each’s starting position and objectives, then catering for these throughout the user experience. Although each audience has very different needs, each required a consistent, calming, professional voice to bring assurance that clients and candidates will be making the best moves for their futures alongside the expert recruitment team.
The website has a simple, clear jobs board to allow job seekers to apply and connect with the right career moves for them. Employers require absolute confidence that Xact are experts within their sector, and with many of their clients in the IT & Software development fields a top quality design and user experience was pivotal.
To re-invent the brand we undertook a week long design sprint, investigating the nuances of the Xact name, colour and meaning behind the consultative style and suite of services Xact provide. Recognising the letter X as a powerful icon by itself, we emphasised this letter subtly by simply allowing it to stand alone, both in social media and with the full name lockup. The colour palette represents change with calm, taking consideration of the “in-between” status of Xact’s clientele and Xact’s ability to carry them forward with stability.
We put an emphasis on the human and team ethic of Xact, guiding the client with content curation and brand insights to create a consistent, friendly tone of voice. A new blog helps to promote Xact’s brand and allows them to share expertise and knowledge with their audiences.
Since the launch of the new brand Xact has taken on multiple new clients and re-engaged with old ones. New staff have been hired to take on the additional work, and they are continuing to develop and expand their team.