Salo is a talent firm that connects experts in finance, accounting and HR with organizations that need their expertise. Their goal is to be the most talent focused company in the world. To reach that goal, they needed to reinvent their brand.
Through our research, we discovered a tension - people spend a third of their life at work, yet 72% of those people are disengaged. And people derive purpose and identity from their work.
To solve the tension, we re-positioned Salo as the firm that empowers people to make it count, so they can lead a life of fulfillment and purpose. We created a modern and optimistic identity system that celebrates diversity, togetherness, confidence, empowerment and the future of work.
Challenge: Reinvent the Salo brand to reflect the future of the company
Objectives: Establish awareness and engagement nationally with existing and new clients as well as consultants Create excitement with internal audience
Target Audience: Internal employees Corporations needing talent for executive/senior HR and Finance leadership
The new Salo brand is a mix of fun, professionalism and optimism. The pattern and color palette embody Salo’s diverse talent by celebrating the unique angles and shapes that form the Salo Logomark. The brand icon represents the spark of optimism that drives everything forward. The custom photo library blends empowered people and lifestyle photography to bring humanity, approachability, and fun.
Our client team at Salo was thrilled with the result of the brand work. “Fellow was a true partner to help us create a brand that was uniquely ownable and connected with the heads and hearts of our audiences. During a time when many brands were trying to find footing (post-pandemic), Fellow helped us develop strong positioning, all components of the brand, and most importantly, inspire and invigorate our team.” - Kate Simek, 2021 Interim CMO, Salo