Combination champion connection and creativity across Eden Marsh’s characterful visual identity
London-based digital design practice Combination have tackled corporate aesthetics head-on in their identity for Eden Marsh, a global recruitment agency with headquarters in London and Sydney. Founded on the notion of genuine connection, the agency are expert partners for their talented clientele and the meaningful work they represent. As a result, the presence and performance of people are prominent across the identity, both obviously and abstractly, making sure to embody the seriousness of Eden Marsh’s expertise and the not-so-serious manner they take themselves.
The two-fold duality of their tone lays the foundation for a similarly melodic motif that sees one graphic element balance with its counterpart, an aesthetic tension proudly tangible in their distinct logomark. Discussing as much, Founder and Creative Director Craig Jackson tells us, “with Eden Marsh having offices in London and Sydney, we thought it was a fun way of splitting the logo in two,” he explains, “flipping it upside-down to make a play on the ‘down under’ phrase,” opting for Blaze Type’s Apoc as the typeface for the job in hand, with Google Font’s DM Sans playing the supporting role. “The strategy behind the rebrand was heavily focused around a conversational approach to recruitment,” Jackson remarks, recalling the “editorial look and feel” Apoc provides in the context of Eden Marsh’s competition. The result is a refreshing graphic treatment with an original, earnest voice; taking a typographic genre and style very distantly associated with the industry and aligning it within a contemporary context.
The modernity of the identity most significantly comes from not only the expressive interactions of Eden Marsh’s online presence, but through employing neon splash colours and illustrations from Spaniard Josep Puy. “I had been a big fan of Josep’s work for a while through him working at design studio Folch,” Jackson explains, returning to his work time and time again. “We wanted to keep things people focused and decided that Josep’s work was friendly and warm with a touch of humour,” he concludes, “as soon as the client saw Josep’s work, they were determined for him to work on the project.”