BE Smith is an Executive Recruitment firm that specializes entirely on finding and placing top Healthcare Executives into interim and full-time positions. When they came to us they had been through multiple advertising agencies for various reasons. Their brand looked like cheap versions of Motivational posters. They wanted something different but not TOO different, more dynamic but not TOO dynamic, bold but not TOO bold. We had to stay with competitive sports metaphors, show non-traditional sports and always show someone leading from the front and use stock photography. (Hey, I'm not making this stuff up.) Despite all their restrictions, we were able to upgrade their brand without changing it too much.
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