Rebranding JobnetAfrica to reflect a strategic business shift

1. Research & workshop
Laying the foundation

Together with the management team of JobnetAfrica, we took a pragmatic approach by starting the process with a workshop. In preparation, I conducted external research, exploring trends and best practices beyond the recruitment industry. A questionnaire was also distributed to the team to assess the current brand and communication approach, revealing differences in perception and execution. The entire team participated in the workshop, which was designed to challenge existing views and explore opportunities for improvement. After the session, a summary of key insights was provided to guide the brand refinement process.

3. Visual identity refresh
Bringing the brand to life

Although the logo was to be left untouched to maintain recognition, I advised refreshing the visual identity to reflect the refined brand strategy. The aim was to create a more professional, executive feel with a human touch.

• Colour palette adjustment: I recommended inverting the original colour scheme by making white the primary base instead of black. This shift created a lighter, more refined look, enhancing the brand’s professional, corporate aesthetic and making it better suited for B2B communication.

• Typography update: I advised replacing the original sans-serif fonts, Oswald and Roboto, with serif fonts to strengthen the brand’s personal and professional character, avoiding the use of all caps to maintain a more approachable tone.

• Photography shift: I suggested replacing black-and-white imagery with full-colour visuals to bring in more warmth and vibrancy.

5. Website redesign & development 
Integrating the new identity

The new identity was seamlessly integrated into the website design, ensuring that every detail reflected the brand’s updated look and feel. The focus was on enhancing usability and professionalism, creating a more streamlined user experience that aligned with the brand’s shift towards a more executive, B2B approach. To bring the website live, I collaborated with a trusted freelancer for the development. Having worked with her before, the process was smooth, with minimal feedback required. As a result, we were able to deliver the final product ahead of schedule.

7. Brand guidelines
Ensuring consistency

To empower the JobnetAfrica team in maintaining brand consistency, I developed a comprehensive set of brand guidelines that consolidate all visual and content elements. This document serves as a strategic reference, providing clear direction for future marketing initiatives and ensuring alignment with the redefined brand identity.

2. Strategic refinement
Repositioning the brand

Findings from the workshop and research highlighted a key challenge: while recruitment is a people-centric industry with a corporate touch, many companies tend to emphasise their own services rather than building a more personal connection with clients. This presented an opportunity for JobnetAfrica to stand out by adopting a more customer-focused approach that speaks directly to their audience’s needs and ambitions. To further enhance this, the JobnetAfrica team and I leveraged insights from the hospitality sector, ensuring a more engaging approach across all touchpoints.

4. Brand story, guidelines & website copy 
Redefining the messaging

To ensure consistency across all platforms and communications, I developed the brand narrative and comprehensive brand content guidelines. These included:

• A refined brand story based on key industry terminology, company aspirations, and strategic positioning.

• Clear messaging frameworks tailored for different audiences.

• Guidelines for tone of voice and storytelling to maintain a consistent, engaging presence.

• Website copy for all pages of the soon-to-be-developed site.

6. Marketing materials update
Supporting daily operations

To support JobnetAfrica in both their daily operations and external communications, I created a range of essential marketing materials, preparing templates to provide direction and guide consistency. This included:

• Corporate presentations

• Word and PowerPoint templates

• Social media post templates

• Sales and client communication tools

• Teams meeting backgrounds

With these resources and guidance in place, the team is now better equipped to engage with corporate clients while staying true to a people-centric brand essence.