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Helping Cooper Fitch establish a new identity after breaking away from a well established brand was challenging and ultimately, fulfilling

Morgan McKinley was a reputed recruitment and HR company in the UAE with a well established brand identity. When Trefor Murphy acquired their UAE business to found Cooper Fitch, it was important that the transition was seamless and the old brand morphed into the new without any loss of brand value. 

After a stringent selection process, Arcs & Curves were handed the rebranding and digital communication briefs. The deliverables - brand mark and identity, website and creatives for communicating the change to existing and prospective clients.

Designing the new brand identity

The Cooper Fitch team were keen on using the infinity symbol in their new logo. Our design team worked on various ways of incorporating the symbol and finally it clicked when we replaced the two "Os" with it. The client loved the design. 

We also had a few font choices to make for the brand name. A classic serif font was chosen to convey the established trust and respect the brand inherited from its predecessor.​ Finally, we all agreed to go with a bright blue as the primary colour. 

. Establishing their online presence with a beautiful, fully responsive website backed by a robust CMS

 

We then got down to designing their website. A distinct visual identity, large number of services categorised by industry, blogs, media articles and all this held together tightly by a robust and easy to use customised, Drupal CMS - the entire website was meticulously planned before we even sat down to do the wire frames. Getting it right the first time was critical and we spared no effort in developing the best site for Cooper Fitch - and it shows.

Check out their website cooperfitch.ae

Communicating the birth of a new brand

Cooper Fitch inherited a huge database of clients and prospects from the the erstwhile Morgan McKinley. The challenge now, was to inform these patrons about the new brand, without alienating them in any way. They had to be convinced to continue doing business with Cooper Fitch as they had with Morgan McKinley. We were tasked with developing an email communication plan. We came up with a smart, 5 emailer campaign to get the message across gradually.

Client Testimonial: what they thought about it

Trefor Murphy, the founder and CEO of Cooper Fitch, was thrilled by the outcome of the project. The brand, the website and the communication creatives were just what they had envisioned. Here's what he had to say about working with us:

"We selected Arcs & Curves after a long, international search process to identify a partner to implement our rebranding excercise. And they didn't disappoint. Their team worked closely with us to understand our new brand and its history in detail. They came up with amazing creative solutions for all our requirements and helped us produce a world-class website. We're looking to work with them on other upcoming projects as well as some for our valued clients too."

Helping Cooper Fitch establish a new identity after breaking away from a well established brand was challenging and ultimately, fulfilling

Morgan McKinley was a reputed recruitment and HR company in the UAE with a well established brand identity. When Trefor Murphy acquired their UAE business to found Cooper Fitch, it was important that the transition was seamless and the old brand morphed into the new without any loss of brand value. 

After a stringent selection process, Arcs & Curves were handed the rebranding and digital communication briefs. The deliverables - brand mark and identity, website and creatives for communicating the change to existing and prospective clients.

Designing the new brand identity

The Cooper Fitch team were keen on using the infinity symbol in their new logo. Our design team worked on various ways of incorporating the symbol and finally it clicked when we replaced the two "Os" with it. The client loved the design. 

We also had a few font choices to make for the brand name. A classic serif font was chosen to convey the established trust and respect the brand inherited from its predecessor.​ Finally, we all agreed to go with a bright blue as the primary colour. 

. Establishing their online presence with a beautiful, fully responsive website backed by a robust CMS

 

We then got down to designing their website. A distinct visual identity, large number of services categorised by industry, blogs, media articles and all this held together tightly by a robust and easy to use customised, Drupal CMS - the entire website was meticulously planned before we even sat down to do the wire frames. Getting it right the first time was critical and we spared no effort in developing the best site for Cooper Fitch - and it shows.

Check out their website cooperfitch.ae

Communicating the birth of a new brand

Cooper Fitch inherited a huge database of clients and prospects from the the erstwhile Morgan McKinley. The challenge now, was to inform these patrons about the new brand, without alienating them in any way. They had to be convinced to continue doing business with Cooper Fitch as they had with Morgan McKinley. We were tasked with developing an email communication plan. We came up with a smart, 5 emailer campaign to get the message across gradually.

Client Testimonial: what they thought about it

Trefor Murphy, the founder and CEO of Cooper Fitch, was thrilled by the outcome of the project. The brand, the website and the communication creatives were just what they had envisioned. Here's what he had to say about working with us:

"We selected Arcs & Curves after a long, international search process to identify a partner to implement our rebranding excercise. And they didn't disappoint. Their team worked closely with us to understand our new brand and its history in detail. They came up with amazing creative solutions for all our requirements and helped us produce a world-class website. We're looking to work with them on other upcoming projects as well as some for our valued clients too."

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