Different people for a different world | Perrett Laver

Since its formation in 2002, The Perrett Laver Partnership has aimed to take a different approach to executive search. Highly professional, boutique and more transparent than some of their larger, more established competitors, they believe that great leaders are not only critical to the success of organisations, but wider society too.

Following a competitive pitch, Figtree were asked to help them tell their story with more conviction and personality.

We set about a period of research, immersing ourselves in the complexities of the industry. We held workshops and conducted several interviews with stakeholders, employees and clients to discover what makes The Perrett Laver Partnership so special.

After a 6 week period we found a deeply intelligent culture full of creative professionals, eager to try out new search methods, rather than conforming to the 'little black book' stereotypes of the industry. Figtree found an impressive ability to seek out leaders from a variety of sectors and unconventional places, people whose vision was completely aligned with that of the client organisation. This diversity of approach is not only unique, it is highly relevant in today's constantly changing commercial and social context.

From this, the positioning idea 'different people for a different world' was created. It reflects a deep understanding of the evolving world of work and commerce, a modern approach to thinking about leadership and their unique culture.

The name became a simpler Perrett Laver and we set about creating a bold new visual and verbal identity. The stark black and white is complimented with a confident tonality. The serif typeface conveys a regard for the professional environment, but flashes of pink and a striking graphic device for the logotype give a fresh, modern feel.

To launch the new identity, we have created a new website, stationery, business cards, e-templates and job advertising template.