Horton & Pearce were looking to launch a recruitment business that claimed a new position in the recruitment market. Initially, the client came in with a traditional approach to a partnership brand, to use their own names. However, to create a disruption in the market and align with their business strategy direction, DAIS recommended designing a new, unique brand name.
In collaboration with Newstead Brewing Co., u&u wanted to create a beer that functioned as a team engagement piece. The brief was to take the idea and develop a strategy that was full of character and creativeness while illustrating the dedication of the u&u crew. Taking the idea of how people work and celebrate achievement together – high five, fist bump, handshake, toasting and cheers – we crafted the story behind u&u brew. The story and design are a celebration of u&u’s philosophy of partnering with their team members as well as employees and employers to deliver dynamic connections. The u&u brew design was also recognised as a finalist in the 2019 BADC awards for creative label design.
u&u launched in 2010 at a time where the market was wanting something new and different, and their brand disrupted the market and claimed a new position and culture space in the recruitment industry. Their new brand was both progressive and professional with a disruptive attitude that cultivated a strong organisational culture. u&u lived their brand, building brand behaviours, processes, and a vibrant culture around it.
In their first two years of business, u&u were named Recruitment Agency of the Year at the CareerOne Excellence Awards and as one of Australia’s fastest growing organisations in 2012, 2013, 2014. Since then, u&u has continued to grow and be a market leader in the recruitment industry, with the owners successfully selling the business to international buyers.