Randstad
Studio Dumbar doesn't simply fulfill an assignment, they improve upon it. Creativity is their principle product. They make whatever is good better.― Wim Vos, International Design Manager Randstad Holding
Client
Randstad is one of the largest staffing organizations in the world, entering the Chinese market in 2006 by acquiring Talent Shanghai.
Project
Initiated: 2001, ongoing. Strategy consultancy, visual identity, graphic design, 3 D design and interactive design in Europe and China.
Outcome
Randstad was the first Dutch employment agency to recognize brand communication and design as a way of building business. Rethinking the corporate vision and brand promise in 2001, Randstad concluded that while its core values continue to be valid, the expression of its brand identity was outdated. They selected Studio Dumbar to revitalize the brand and shape it suitably for worldwide application.
Studio Dumbar created a design system entirely based on proportion, not size, including a style guide for the design of websites, interior fittings, exterior signage for Randstad branch offices, and fleet marking. Through international takeovers, Randstad is expanding its service package to HR solutions as well as recruitment and selection. That’s why Studio Dumbar created sub labels of the Randstad brand. The label styles fit in the Randstad design system but have their own character due to color use and matching photography.
To adapt to the Chinese market environment Studio Dumbar took the efforts to brand Randstad in a manner that is more easily understood and accepted by the local market while still keeping the international house style. It covers strategy consultancy, Chinese visual identity and brand communication in all aspects.