- Case Study -
Revolutionising the Tech Recruitment Landscape
Ocho is an innovative Belfast-based IT recruitment agency.
The Challenge
In March 2023, Marmalade embarked on an exciting project with Ocho. Fueled by their vision of disrupting the competitive tech market, the partnership aimed to propel Ocho's launch into the market by orchestrating a comprehensive rebranding strategy.
Ocho, founded by technology industry experts Phil Gamble, Ryan Quinn, and Aaron Somers, arrived on the scene with a bold ambition: to transform the conventional recruitment agency paradigm through cutting-edge AI technology. They wanted to portray the right image in the market and gain brand awareness. To achieve this, Ocho needed a strong brand identity that not only captured its technological prowess but also communicated its revolutionary approach to recruitment.
Our Approach
It's important to take a strategic approach to rebranding projects. After all, they're much more than new logos and colour palettes. Rebrands are often an opportunity for an organisation to reinvent its identity, as well as give things a fresh coat of paint. This means everything gets a new lease of life, from aesthetics through to content strategy.
Marketing Positioning Session
Marmalade began the project by conducting an in-depth brand discovery process, delving into Ocho's values, mission, and unique selling points. We also thoroughly reviewed its competitors and identified Ideal Customer Profiles and Brand Archetypes.
Marketing Positioning Playbook
This led to Marmalade producing a marketing positioning playbook - which would ultimately guide the rebranding process and marketing strategy. It included a Brand Manifesto and a new Brand Purpose. The Brand Manifesto is a declaration that explains the motivation behind the brand and the change it hopes to affect in the market.
This Brand Purpose is a high-level stance (not a strategy) that helps form the backbone of powerful change and action. It should embody company culture, codes of conduct, business decisions, marketing and advertising messages. It’s a foundation upon which to build your brand, meet customers’ needs, and make a difference in your own, unique way.
Revitalised Identity
Leveraging insights gained from the market positioning playbook, Marmalade was able to breathe a new lease of life into Ocho's identity. Creating a modern, dynamic logo, in a vibrant colour with an ombre effect background, perfectly suited to the agency's technological expertise and forward-thinking culture.
The branding project included:
- New Company Logo
- Email HTML template
- Top Jobs Email
- Job Ad Template
- LinkedIn Banner & Employee Profile Banner
- Profile Pictures
- Slide Deck
- Business Development Brochure
- Testimonial Carousel
Compelling Messaging
Using Ocho’s direct but playful tone of voice, the power of Ocho's narrative was harnessed through strategic messaging. Marmalade crafted engaging content that succinctly conveyed the agency's commitment to utilising AI technology for reshaping the recruitment landscape.
The content provided included:
- Blogs to demonstrate Ocho’s authority and thought leadership
- Regular social media content syndicated via multiple channels
- Business Development collateral assets
- PR to inform, educate and promote
- Salary Survey for clients and candidates
Digital Presence Enhancement
Recognising the significance of digital touchpoints, Marmalade revamped Ocho's online presence. As Ocho started on a new website project, Marmalade focussed on providing seamless navigation and highlighting Ocho's innovative services on social media.
Visual Assets
Marmalade's creative team conceptualised captivating visuals that communicated Ocho's focus on AI technology while infusing a human touch, demonstrating their dedication to both technology and people.
Our Results
The collaboration between Marmalade and Ocho resulted in a transformation that extended beyond the initial benefits that new visual assets posed for their organisation.
- Website traffic has increased by 44%
- The number of LinkedIn company page followers increased by 103%
- Ocho continues to consistently gain a higher volume of new followers than their competitors, who are more established and have a much larger, pre-existing audience in comparison
Marmalade's partnership with Ocho illuminated the potential of a rebranding strategy that goes beyond aesthetics. The journey culminated in a transformation that reverberated through the industry, positioning Ocho as an AI-driven recruitment agency poised to reshape the future of hiring. Through meticulous strategy and creative innovation, Marmalade successfully harnessed Ocho's visionary spirit and technological ingenuity, fostering a rebrand that will undoubtedly leave an indelible mark on the recruitment landscape.