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BSM group are a recruitment company operating for seven years with great success. The company noticed a shift in the recruitment market. As a result and to compete with all mainstream recruiters, they moved part of their niche market to a new division TechAi. The new division specialises in recruitment for online technology and artificial intelligence development.

TechAi required a brand which gave them instant recognition due to being new to the market. Hence, we have created a brand with consideration of their target market. Furthermore, we wanted a brand that staff was proud to promote. Working with the directors, we designed a strong brand using imagery from within the sector. The iconography, being the connection between individuals, businesses and technology was the central theme. Finally, we connected the dots to make it look as fluid as AI and technology work in a space with unknown potential.

Along with branding, we have produced several template documents. Wall graphics, business cards and new templates. All have been rolled out for the team across the office in New York, Amsterdam and London.


August 9, 2019


Branding, Creative Direction, Graphic Design






Value Won