CandidateX is a campaign platform centred around recruitment, enablement and debate, with the aim of making the workplace a fairer, more equal environment. The organisation strongly believes in a world where everyone can apply for a role without fear or bias.
CandidateX approached us to help it create a complete brand and website for its inclusive movement. Its platform needed to effectively convey its core message, connect with a diverse target audience and develop an engaged, energised and active community around the shift towards fairer recruitment.
We held several meetings with the team to go deep on its aims, ambitions and motivations, exploring every aspect of diversity and what it might mean to the many target groups encompassed by the campaign. This threw up a wealth of ideas and concepts that fed directly into our approach to CandidateX’s branding and user interface.
website being live
Defining a brand and movement
Through research, ideation and iteration, we developed CandidateX’s brand, styling, core messaging and tone of voice to such a level that it helped CandidateX too refine the objectives of the brand, and the direction of the movement itself.
Creating a platform for change
From this foundation, we formulated the design and development of the company’s new website, as well as the core assets for a new business – logo, style guides, visual identity, strap lines, imagery and more. The results were striking, and resulted in an exciting, user-friendly platform with clear, impactful messaging and visuals that drew visitors to find out more and sign up to the cause.
Launching the movement
With all the tools we needed to form the framework for an integrated marketing strategy, we put a plan in place to take CandidateX’s mission to the wider public and build its community. Covering multiple channels, this included a social media campaign, email marketing, Google Adwords and SEO to boost visibility in search.
Looking to the future
Making a change
Within the first month, CandidateX had 1,305 unique visitors to the website, with 568 subscribers joining the movement – a 43% take-up – and numbers continue to rise. The fight against workplace inequality and associated forms of discrimination, no matter how subconscious, has gained a new standard-bearer.
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