Brand identity

The Brief

When we first began working with Chicago-based recruitment firm Engtal, they felt that their brand was simply outdated and in need of a refresh. However, very early on we got a sense that the brand wasn’t simply outdated, it actually didn’t reflect the nature of the work that they did at all.

The Process

Discovery & Strategy

In our early sessions with the Engtal team, it became clear that their current logo and brand positioning were misleading. Their visuals and messaging aligned more closely with an engineering company than a people-centric recruitment firm. This look and feel made sense given their origins in the engineering sector, but it sent a confusing message about the service that they offered and the modern way that they do business.

We worked closely with them to uncover the key to their business — relationships — connecting people with companies that fitted them perfectly, and vice versa. The sector they operated in was secondary to this.

Design & Identity

With this refined understanding, we set about creating a new visual identity that moved away from industrial aesthetics and towards something modern, warm, and human. The refreshed brand was built with versatility in mind: clean, confident, but with a feel that fitted into the recruitment sector. It was designed not just for the present — but to grow with the company as it entered new markets and launched new initiatives. A suite of material was created after the brand guidelines, including brochures, sub-brands, social media templates, Powerpoints, email-marketing and Canva templates to name a few.

Brand Extension: Biotal

That future-proof planning came into play sooner than expected. Shortly after the rebrand, Engtal launched Biotal, a new vertical focused on biosciences recruitment. Because the new Engtal identity was designed around values, not industry-specific elements, it could be easily adapted. Biotal has its own distinct identity, but is clearly part of the same family. This continuity would not have been possible with the original, engineering-themed identity.

The Outcome

The shift in brand positioning means that Engtal now present themselves as who they truly are: a people-first recruitment firm with the flexibility and ambition to expand into new fields. The visual identity speaks to both clients and candidates with clarity and confidence, and the brand continues to support their growth, including future launches beyond engineering and biosciences. We’re proud to have helped reframe their story, and excited to watch where they go next.