A Disruptive Approach to Data & Analytics Recruitment.
Branding • Illustration • Website
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Correlate Resources
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Creative Direction, Jamie Henshall
Animation & Logomark, Alistar
Photography, Zach Riley & Jake Cootes
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Brand Identity
Illustrations
Website Design
Squarespace Website Build
Whitepapers
Social Media Management
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2023
Correlate Resources is a young, family-run recruitment agency with a mission to empower people in the Data & Analytics community to build the careers they want while helping businesses find the talent they need. With a brand originally created in its early days by the founder, the visual identity needed a refresh to match the company’s growth, energy, and forward-thinking approach. The rebrand was designed to strengthen differentiation in a competitive space while clearly communicating to both candidates and clients. The new identity brings a vibrant, contemporary feel that reflects Correlate’s genuine, human-centered approach to connection and opportunity.
Created in collaboration with a logo designer and animator.
The refreshed logo was designed to reflect Correlate’s growing team, vibrant culture, and distinctive approach to Data & Analytics recruitment. Evolving from the founder’s original light bulb concept, the new mark was intentionally designed with purposeful ambiguity, allowing it to be used dynamically across stationery, digital assets, and campaign artwork.
The illustration series began with in-depth research into the Data & Analytics industry, exploring each target market, their roles, and the personal and professional attributes that define them.
From this foundation, I developed eight artworks that visualise Correlate’s unique identity and values. With a team made up of many former athletes, the brand wanted the visuals to reflect themes of discipline, teamwork, and balance. Connecting sport, technology, and creativity.
The founder, a British expat, also wanted to capture the distinctly Australian lifestyle shaped by the constant presence of nature. This led to the integration of native greenery and organic forms, creating a striking juxtaposition between Australia’s natural landscape and the data-driven world at the heart of the brand.
The illustrations and art direction culminated in the launch of Correlate’s new website and social media presence. The goal was to unify the brand’s deep understanding of both clients and candidates within the Data & Analytics space. Visual elements from the illustration series expanded into a broader design system applied across the website, whitepapers, and digital content.
