Design

Creating a new corporate identity for Coulter Partners

Coulter Partners is an executive search business that helps companies to grow value and compete successfully, through the identification and appointment of the right leadership. The Coulter team brings together deep sector knowledge, experience from the healthcare industry and investment banking, and many years of global search experience from several of the world’s best known search firms.This level of expertise and reputation was not reflected in the Company’s corporate identity and the visual look did not set Coulter partners apart from its competition or represent the approach it takes. A step change was needed and Northbank worked with Coulter Partners senior management to create and develop a new corporate identity that reflected its quality offering and leading position.

Objectives

	Build visual recognition of the Coulter brand
	Create a dynamic identity that is memorable and reflects the Company’s values
	Differentiate Coulter from the competition and break away from the ‘old boy’ feel used by many search firms
	Capture the Company’s process and expertise

Methods

	A brainstorm with senior Coulter management was held to discover the values and key messages to be communicated in the identity
	The scope of the project and how the identity was to be used was defined
	Northbank’s creative team produced a selection of bespoke designs that captured Coulter’s personality
	The logo was developed from the chosen visual route and the colour palette that was instrumental in the final design
	A creative platform was created that complemented and built on the logo to provide more visual interest and flexibility across materials

Results

	Positive feedback was received from a straw poll of Coulter’s target market
	The new identity was well received by Coulter staff, realigning the visual brand to represent the modern and dynamic environment they work in
	The identity was rolled out across all the Coulter materials, including a fresh and dynamic website

1 November 2005

To discuss our capability in this area please contact:
Eileen Paul, Projects Director
+44 (0)1260 296 500
eileen.paul[at]collegehill.com

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