Chantal Manning-Knight Design & Branding CLOAK & DAGGER by Interbrand Group


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Industry Recruiting
Media Design & Branding
Market Australia
Agency Interbrand Group
Art Director Chris Doyle
Designer Jefton Sungkar
Released December 2011

Credits & Description

Category: Logo Design
Product/Service: CLOAK & DAGGER LOGO
Art Director: Chris Doyle (Interbrand)
Designer: Jefton Sungkar (Interbrand)
Writer: Chris Lamont (Interbrand)
Writer: Lex Courts (Interbrand)
Media placement: Business Card - Distributed As Needed - 1 December, 2011
Media placement: Clothes Tag - Distributed As Needed - 1 December, 2011

Describe the brief from the client
Creative recruitment consultant Chantal Manning-Knight needed a new brand for the launch of her business. Operating as a 1-person company, Chantal handpicks and delivers the best creative talent for agencies all over Australia. She operates with absolute discretion, dealing with agencies and individuals one on one, face to face. Solutions are tailored to an agency’s culture, and finding the perfect fit is paramount.

Describe the challenges and key objectives
Recruitment doesn’t have the sexiest reputation. Most agencies regard it as a necessary evil. Nor is it a comfortable process. The first thing you do when a recruiter calls you is pretend you’re not talking to a recruiter.
Our challenge was to not only present Chantal as a cut above her competitors, but to also position her in a way that would attract the sharpest minds, in the most discreet way possible.

Describe how you arrived at the final design
Addressing the standard hurdles of creatives’ changing jobs – secret meetings, awkward phone calls and short attention spans – we avoided any references to recruitment. Instead, we created Cloak & Dagger: online emporium of coats and knives (and jobs).
Potential candidates can browse an online store, designed to share the characteristics and aesthetics of high street tailors that specialise in personalised fittings, tailoring, and alterations. They can explore Cloak & Dagger’s philosophy, history and process, register for catalogue and product updates (new jobs), and even book a fitting (interview). All without revealing, they are actually considering a career move.

Give some indication of how successful the outcome was in the market
Since launching, Chantal has been inundated with calls and emails as well as receiving PR and coverage from marketing and design blogs from around the world. Best of all, she received a frantic call from her accountant asking why she hadn’t informed him she’d opened a Cloak & Dagger store.