RedCat Digital is a digital focused recruitment agency with a difference.
Having been in the business for over twenty years, RedCat had established strong partnerships with brands such as ASOS, Sky, Farfetch, and more. Despite this, RedCat had fallen behind its competitors from a digital and hiring standpoint.
I was tasked with growing RedCat's digital presence and creating a brand people wanted to work for.
COMPANY
RedCat Digital
DATE
2018 - 2021
ROLE
Marketing Manager / Designer
A one woman department
Reporting directly to the company directors, I was solely responsible for all marketing outputs, including strategy, digital, content, and creative. Beyond marketing and design, I also implemented charity and CSR initiatives and created the company's first-ever tech salary guide.
Under my management, RedCat saw a consistent uptick in marketing and business results. LinkedIn followers increased by more than 35,000, and RedCat reached the Top-3 SERP rankings for six core keywords. Concurrently, RedCat saw £2 Million Growth year-on-year, as well as hiring over 15 new employees.
"Molly has been sure to show the positive results of the actions she's taken. Due to this, RedCat's metrics in terms of advert replies, candidate and client engagement, as well as many other schemes to be introduced shortly, have all resulted an exceptional up-turn in business."
Jack Prior, Principal Consultant
RedCat Digital
Brand Refresh
Working with an external design agency, I implemented a Brand Refresh in 2019 - Introducing a new logo, colour scheme, tone of voice, and website to reinvent RedCat as a digital brand, whilst paying homage to the company's story and style.
The new brand was launched with a charity auction held in London.
Logo Evolution
RedCat's original logo was stacked within an orange square box, taking up much of the site's menu bar on mobile. The typography was dated and did not reflect how the digital industry looked.
Working with external agency Dash Creative, we reinvented the RedCat logo, taking the cut-out style from the original typography and applying it to a softer font, in lower case - to present a more approachable brand, that would stand out for the right reasons. The text was reduced to one line, and the logo itself was responsive - providing different options for different screen sizes, making the logo more suitable for digital use. Additionally, to help the logo stand out, a red logomark was added paying homage to the company name and to the digital industry we work in, with the logomark having a playful take on the @ symbol, tying to RedCat's social media handle.
BEFORE
AFTER
Colours
Updating RedCat's colour palette saw the introduction of White and Cool Gray - helping to make the brand more accessible across digital channels.
The original black was swapped for a charcoal and the previous colour scheme of orange and purple was swapped for Red and Blue - helping to tie the brand name and visual identity together.
Pantone: 278 C
Hex: #91CFF0
RGB: 145, 194, 255
Pantone: 419 C
Hex: #282423
RGB: 37, 37, 37
Pantone: Bright White
Hex: #FFFFFF
RGB: 255, 255, 255
Pantone: Cool Gray 1C
Hex: #EFF0F1
RGB: 247, 247, 247
Pantone: Warm Red C
Hex: #FF4045
RGB: 22, 64, 69
Assets
Brand patterns were created using shapes cut from the RedCat Digital typography. The patterns were then used as backgrounds across print and digital channels, including the RedCat website, where the shapes were animated.
Site Redesign
When redesigning the RedCat Digital website, I wanted to make the website more accessible for the end user and consultants who would be uploading regular content through the Wordpress CMS.
With the entire previous site on a black background with white writing, the new site flipped this on its head, with a mostly white site and black background. Colour and imagery were used to break up the site, making it easier to digest content.
"Molly was a pleasure to work with on the redesign and build of the new Redcat Digital website. She was always prompt to respond and incredibly professional throughout the process. "
Adam Shabbo, Founder
Dash Creative
The user-friendly design of the site saw RedCat generate digital leads for the first time in RedCat's 19-year history.
30%
Increase in session duration
6
Top 3 Ranking Keywords
117%
Increase in new users
Email Marketing
I created all of RedCat's newsletters using Mailchimp. This includes templates for external use, targeting candidates and clients.
Furthermore, I also created a weekly newsletter to keep RedCat's company culture alive through the Coronavirus pandemic. The "meows of the week" were an informal way to communicate company information as well as tips for self-care and keeping busy during furlough.
Salary Guide
The Coronavirus Pandemic had a worldwide impact on the recruitment industry with hiring halted and jobs lost in every industry.
With a budget of £1500 and the help of a freelance copywriter, I researched, wrote, and designed a 90-page salary guide for candidates and clients that gave an in-depth look at the digital recruitment industry, and the external factors at play in the world.
The feedback of the salary guide was overwhelmingly positive. This guide was responsible for bringing in SQL leads during a period of global uncertainty. Moreover, businesses were using this as an internal tool for HR teams.
Collateral
Applying RedCat's brand guidelines across all channels, digital and print, I created a number of presentations and reports for both internal and external use.
