BY CREATIVES, FOR CREATIVES; The Creative Group Pairs Up to 'Hatch' New Brand Identity

MENLO PARK, Calif., Feb. 16, 2011 /PRNewswire/ -- Visual appeal is important with any brand revitalization, but it's crucial when your audience consists of talented creative professionals. To keep its brand fresh, The Creative Group (TCG), a specialized staffing firm that places interactive, design, marketing, advertising and public relations professionals, recently unveiled a new brand identity, which includes an updated logo and tagline, revamped website (creativegroup.com), and marketing materials. The firm collaborated with Hatch, a San Francisco-based branding and graphic design firm, and also one of TCG's clients, to develop the new branding.

"The creative industry has transformed dramatically in the past decade, and we wanted to ensure our brand image reflected these changes as well as our ability to provide interactive talent," said Elena West, senior vice president of marketing for Robert Half International, The Creative Group's parent company.

Although the new branding emphasizes the firm's ability to provide professionals with extensive digital skills, it also resonates with the traditional design and marketing community that the firm serves. That led the company to choose creativity as a motif for its new brand identity.

"All the professionals we serve make their living by generating ideas and solving design problems, so creativity is a binding theme," noted Donna Farrugia, executive director of The Creative Group.

Hatch co-founders Joel Templin and Katie Jain explained how they executed this concept: "We took inspiration from the talented, resourceful and passionate community of design and marketing professionals who are represented by The Creative Group," said Templin. "We wanted the branding and communications to reflect the company's influence in the marketplace, its leadership in digital and interactive media, and the partnership TCG creates with each of its clients and associates. The new logo and website are friendly and approachable, yet also suggest efficiency, experience and innovation -- qualities that have always been the foundation of The Creative Group," added Jain.

Examples of the new brand identity can be seen on TCG's Facebook page.

About The Creative Group

The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. Firms appreciate that our staffing managers typically have prior experience working within the creative industry, which helps them better understand clients' needs and freelancers' unique talents. More information, including online job-hunting services, candidate portfolios and TCG's award-winning career magazine, can be found at creativegroup.com.

About Hatch

Hatch, co-founded by Katie Jain and Joel Templin, is a branding and graphic design firm centered on one powerful idea: the best design is honest, hands-on and human. Hatch helps new products and businesses get off the ground, and helps existing brands take on new life. Since opening its doors, Hatch has created identity, packaging, collateral, advertising, promotional and interactive design for global companies. Hatch's work has been recognized for excellence in every major branding and design competition around the world.

SOURCE The Creative Group