SYNOPSIS: SMC+Partners approaches their business with a passionate desire to help companies find the best candidates for positions available at Fortune 500 companies. They also derive a tremendous amount of satisfaction helping individuals find the best career opportunity at the organization that mirrors their personal goals, beliefs and dreams. The luminous "sky blue" symbolizes the endless possibilities one visualises by utilizing SMC+Partners to help them with the intimidating step of pursuing the next move in their career path. The bright green captures the bustling growth of leaves in late spring. The two overlapping squares in the brand identity represent the mutual goals of both the corporate recruiter and the prospective candidate. The box that connects the two hopeful entities and the corresponding "snapshot" lines symbolize the intense focus of SMC+Partners' efforts to match the right person's skill set and experience with the perfect job—so that both company and individual can attain the greatest levels of success.

RESULTS: This powerful brand identity design exemplifies the primary human needs for both growth and security. Conceptually, SMC+Partners' brand identity appeals to the dual audience's common goals while portraying a sense of passion, professionalism and strength.