The changing nature of employment and tax law makes managing the ‘backroom’ of your work-life more complex than ever, and more critical to get right. It can get in the way of doing the work itself. Through their experience of helping contractors, Brookson uniquely understood the different needs and challenges that each part of the workforce supply chain faces in managing income and remaining compliant - employers, recruitment agencies, HMRC as well as the contractors themselves. It was this expertise in the changing world of work which enabled them to remove complexity for all types of customer.
We rationalised the group’s brand architecture and naming of the different companies serving different audiences, and developed a new visual identity which expressed Brookson’s commitment to simplifying the complexity of work on their behalf.
A bold, no-nonsense black-and-white visual identity and language is teamed with confident, contemporary portraits of workers making eye-contact with the viewer. The marque makes use of basic accounting visual language, placing Brookson as the sum of inputs, with each company distinguished by a signature highlight colour. Supported by extensive guidelines, internal communications and ongoing consultancy, the new strategy and identity has been implemented through every touchpoint.