People matter, not numbers

Insight Helen and Paul knew their idea was different, a recruitment business designed ensure people felt valued with a more interactive approach. The challenge was how to turn that belief into a brand. They needed a clear identity and message that showed the balance between smart systems and genuine human experience.

Story Through a series of insight and clarity sessions, we explored how technology and empathy could work together. The concept of the smile became central, a symbol of both happiness and success. The initials C and F were drawn together into a mark that looked like a smile inside a funnel, expressing personality and purpose in a single gesture..

Engage From the first sketches on a yellow post-it to the final animated logo, every element aimed to make the brand feel alive. The visual identity combined bold yellow, clear typography, and playful motion to reflect positivity and confidence. The result was a recruitment brand that felt open, human, and full of energy, the opposite of corporate sameness.

Clarity Candidate Funnels launched with a confident, people-first identity that stood apart in the recruitment world. The brand continues to evolve, and as co-founder Paul Green now leads his own consultancy under the Client Funnels name, the original idea of connection through clarity remains at its core.

Insight Creative workshop

Story Messaging

Engagement Visual identity Documentation Animation