Right by you – strategy, website and strapline

Carling Partnership

The challenge

The Carling Partnership specialise in recruitment for the drinks industry. Whilst being one of the most highly regarded agencies in the sector, their existing brand had not aged well, and they needed to find and then better express what differentiated them in an ever more competitive market. The work was carried out in collaboration with Lucid.

What we did

A number of interviews, including clients and candidates, established very quickly that Carling’s longer term philosophy of protecting the best interests of both clients and candidates (as opposed to making an easy buck, an industry issue) was deeply appreciated by their collaborators… and a key factor in choosing them.

The brand essence / strapline became ‘Right by you’ – covering the moral angle of doing the correct thing, but also the idea of being there, close, fighting your corner. Lucid developed a really nice visual expression of this, with the shadow of two bottles becoming people side by side. We gave voice to a clear set of values, and built a website around the needs of, particularly, new clients, since the aim was to grow. People wanting to check the market had quick access to a jobs section.

What happened next

The website has only launched recently, into the teeth of Covid 19, so we await to see the impact, but the initial feedback was great. And great people to work with.