work details.

Branding & Website Design – Equitas Staffing

Freelance Creative Director, Brand & Web Designer

https://equitasstaffing.com‍

As the sole creative lead on this project, I was responsible for building the Equitas Staffing brand and digital presence from the ground up. Equitas is a specialist staffing agency focused on delivering equitable recruitment solutions in the financial and tech sectors. The founders approached me with a clear mission but no existing brand assets, and I was tasked with translating their values into a bold, credible, and contemporary identity system—followed by a highly functional and user-friendly website that would stand out in a saturated recruitment market.

Scope of Work:

• Brand Strategy & Positioning:

I began by conducting market research and competitor analysis to identify opportunities for distinction within the recruitment sector. This informed the development of a brand positioning that emphasized fairness, inclusivity, and specialist insight—key principles that are now reflected across all touchpoints of the Equitas identity.

• Logo Design & Visual Identity:

I designed a clean, modern logo that subtly evokes balance and partnership—reinforcing the concept of equity and mutual success. The wider visual identity includes a bold but refined color palette, custom iconography, and a flexible grid-based layout system to support consistency across digital and print applications.

• Typography & Brand Guidelines:

I selected a typeface pairing that balanced professionalism with warmth, then compiled a full set of brand guidelines to ensure cohesive use of tone, typography, color, and imagery across all future marketing material.

• Website Design & Build (Figma to Webflow):

I wireframed and designed the website in Figma, then built it independently in Webflow. The website is fully responsive and includes custom interactions, smooth scroll transitions, and clear CTAs designed to funnel users toward candidate registration or client consultation. Key features include:

• Homepage with animated hero section and core service breakdown

• Candidate and client portals

• Team introduction page with scalable card-based layout

• Contact form and SEO-optimized footer

• CMS integration for posting new job roles or case studies in future

• Copywriting & Content Planning:

I developed the tone of voice and wrote all website copy, keeping it succinct and impactful while ensuring clarity for both candidates and clients.

• Launch Support & Ongoing Maintenance:

I provided domain setup support, helped the client transition to Webflow CMS, and offered training to ensure they could update content independently moving forward. I continue to provide light-touch maintenance and design support on an as-needed basis.

Outcome:

The final product is a visually compelling, strategically positioned brand and website that communicates trust, expertise, and approachability. Equitas Staffing has since launched successfully, with early feedback praising the professionalism and clarity of the brand identity and digital presence.

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