Established in 2000, OCG Consulting is a New Zealand recruitment company with highly experienced ‘career makers’. Over the years OCG has evolved to become part of the global HR services provider, RGF Staffing. As well as adding international reach, this partnership brought two sister businesses, Chandler Macleod and Peoplebank, into OCG’s New Zealand network – valuable connections , because each company specialises in different areas of employment.
Having outgrown their brand identity, OCG trusted us to lead a complete refresh. To represent the new OCG, the brand needed to feel more modern, corporate and market-leading. At the same time it had to retain a New Zealand flavour, so that OCG is still seen as an approachable local specialist with a reputation for helping to build successful careers and organisations.
The animated maze device visually communicates OCG’s ongoing relationship with job seekers and employers. Rather than a one-off placement, they offer lasting guidance and support that enables clients to avoid roadblocks and reach their goals more easily. This flows into the logo typeface, which is deliberately lower case and rounded to communicate approachability. The non-primary, softened brand colours were carefully developed to convey experience, strength and success, but with typical Kiwi humility.