Peninsula Business Services is the UK’s leading advisor for SMEs in the fields of: human resources, employment law, health & safety and employee well-being. Reaching out to clients in new sectors was the reason I was asked to create a new brand and online identity for the new subsidiary: Employers Direct.
Ensure your lead by constantly increasing it
Corporate Meets Urban
Peninsula was already a multiple award-winning market leader when they reached out to me with a mission: becoming the leader of new sectors such as: software, small to medium-size enterprises, local & family-owned businesses as well as corporate clients.
I created a new brand identity for Employers Direct. I identified the target user standing at the heart of the process as the business owner since in most small businesses by default the owners are the ones to take care of everything HR and employee related.
This calls for an authentic, local, indie look. For medium-size to corporate clients, however, there is usually an HR manager that is our target user. Hence the balance we had to strike between corporate looks and a local, urban feel.
The three elements that guided me while thinking of the Employers Direct logo were: Advice - the heart of the service. Local - the nature of the clients, and the Direct D - the D that brings these elements together into memorable logo.
The Direct Approach
The website was designed under tight constraints from the SEM department. In order to maximize results from paid and organic sources driving traffic in high volumes during peak hours, multiple funnels were created for a variety of target businesses. With personalized landing pages for various sectors supporting original content for different queries, the website was the best performing subsidiary of Peninsula during its first year.
Web Design for SEM Success
Web & Mobile Design
Personalized Landing Pages
Exit Traffic Strategy
An immersive exit traffic strategy that was highly customised according to each business sector helped boost performance yet again.