Macfarlan Lane
Brief
Macfarlan Lane is Australia's most professional career management and outplacement service Provider. They offer career transition services, career development and career coaching for senior Executives. Macfarlan Lane engaged Alaress to produce their new corporate identity and branding. The brief was to produce a logo that was androgynous in nature and reflected their business of career development and career transition. Alaress was to also incorporate the positioning statement “Fresh Career Thinking” and compliment this in some way.
Solution
Alaress presented six concepts to Macfarlan Lane for consideration. The concepts were tested with a target market of mixed demography to elicit feedback and preference. Interestingly, the final selection was consistent with the logo most favoured by Alaress.
Results
The new brand effectively leverages the tag line “Fresh Career Thinking” and is captured in a way that is complimentary to the logo. The logo accurately reflects the corporate nature and personal touch on which the company prides itself.
- Client:
- Macfarlan Lane
- Year:
- 2009
- Category:
- Corporate Identity