Stopgap Group

The success and personality surrounding the Stopgap brand made it very difficult for them to diversify into other related areas of the recruitment market.

We were asked to explore ways of overcoming this issue, which we achieved by creating an overarching SG Group under which Stopgap could operate alongside new, individually named, permanent and search and selection divisions.

We developed the names for both, and carried out market research to validate these as well as the overarching strategy. Once approved, we created a new brand identity for the whole group capturing the unique nature and personality of the business with bold use of calligraphy, typography, colour and illustration and new brand architecture for implementation across stationery, website, literature, brand and job advertising, launch collateral and, more recently, a concept for a sector-wide industry blog.

www.stopgapgroup.co.uk