Overview
Baxter Executive Search is a specialist firm working exclusively with clients seeking senior executive and board appointments. With a strong reputation for discretion, specialist insight, trust and integrity, Baxter needed a website and creative platform that reflected the calibre of their clients and candidates.
Scratch Design was engaged to lead a creative refresh, including brand positioning, visual identity development and website design.
The Challenge
As a discreet, high-performing search firm, Baxter’s existing brand and online presence lacked the polish and quiet confidence that matched their real-world reputation. The website was dated, and didn’t reflect the premium nature of its work. The challenge was to design a platform that spoke volumes through restraint, balancing elegance with a modern design, and ensuring usability for high-level corporate users across devices.
Our Approach
We began by interviewing a number of Baxter’s long term clients and customers to explore their brand values, point of difference, and audience expectations. From there, we developed a refreshed creative platform that was anchored, and driven by three core ideas:
- Clarity: Simple, precise messaging that reflects the rigour of the executive search process.
- Trust: A timeless visual identity that signals trust, and authority, without being over confident.
- Experts: The creative platform reflects expertise and leadership in specific segments.
Website Features
The new baxtersearch.com website features:
- A modern, mobile-responsive design
- Custom content architecture designed around Baxter’s consulting model
- Case studies and services presented with discretion and depth
- A bespoke CMS for easy content updates
Results
The new platform presents Baxter as they truly are: a trusted partner to boards and executives, with deep networks and insight. The new brand platform and website positions the brand strongly for growth in a competitive market in new Zealand and Australia.
