Brand Potentia
Agency Jonte & Friends

Deliverables
Brand identity
Tone of voice
Visual language
Digital and social
Literature
Brand guidelines
Illustrative style

Potentia is New Zealand's leading technology recruitment business. They work with candidates and clients who build digital tools, re-invent how we deliver goods and services and just about anything that we now take for granted in our day to day lives.

Potentia, understand these people. They know what makes them tick and gets them jumping out of bed in the morning, with a smile on their face.

They create the right environment for people to thrive and business to prosper. Supporting and partnering them every step of the way, from fresh faced graduates right through to the seasoned tech experts.

With technology rapidly evolving our world, Potentia needed a brand to evolve for a bright future, where people remain at its core.

Potentia. Realised Potential.

A high performance lab

Digital first brands are contemporary and vibrant, but traditionally recruitment brands aren't. We wanted to match the energy of the4 digital space and level-up Potentia's identity. Creating a world which felt at home with their clients businesses as well as attracting the cream of high performing talent.

New Zealanders now judge their technology based on global standards and they experience what good looks like everyday. We wanted the new Potentia brand to feel at home in this world. Featuring a symbol which nods to progress and leveling up, showing potential being reached. Paired with a monotone black this sits proudly on a bright world, with flashes of gradient, illustration and colour.

Our illustration and visual language speaks to understanding and progress - it's time for us all to perform at our potential.  

Degular Variable Display was chosen as an attitudinal sans serif designedby the OhNo Foundry. It brings character to Potentia's communications and is used in either black or white.

The design system uses mostly white, bright palette, with small flashes of overlaid colour gradients to highlight how Potentia levels up candidates careers and clients businesses. 

Personality and wit with illustration 

To balance the bright, white palette and vibrant colours we developed a suite of illustrations to work alongside photography.
We landed on a hand-drawn monotone style with pops of colour bringing character and warmth to sensitive subjects. This helps Potentia stand-out in a sea of me-too recruiters.

Each illustration tells a story or helps bring to life a nugget of truth that Potentia understands both clients and candidates and is here for them during the life of your career.

Working closely with kiwi illustrator Greg Straight and the client team we created a bespoke illustration style, enabling Potentia to continue to develop their own over time. Potentia's people-first approach is highlighted with a strong emphasis on diversity and individuality.

Thanks to great strategy from Jonte Goldwater, illustrations from Greg Straight and the wonderful partnership with the client team at Potentia, particularly Sam Nowell, Guy Day and Shay Goodwin.

Time to level up your business?

We can work with you to create a brand worthy of the next 5-10 years of growth. Something with real stretch as your business develops.

Like what you see?
hello@symbol-studio.com

Symbol Studio is the site of Steve Richardson – Creative Director and Designer. Strategy, Brand and Creativity. Based in Wellington Pōneke, Aotearoa, New Zealand.