LPK, CBS Personnel, Staffmark and Venturi Staffing join forces to create umbrella brand identity

Tuesday, March 10, 2009 | Source: SOAPBOX

Cincinnati is a branding mecca.

And local branding giant, LPK, has just worked their corporate makeover magic again; this time with an internal branding task force from CBS Personnel, Staffmark and Venturi Staffing.

Now, given its national recognition, all three staffing brands are united under the Staffmark name. This began in 2004 when CBS Personnel acquired Venturi Staffing, and then Staffmark in 2008, nearly doubling its size and staking its claim on the national staffing scene.

"Staffmark is a substantial player in the staffing services market, with an unquestionable capacity to exceed customer expectations, but in a very personal, customized way," says Kelly Smith, Creative Director of LPK's verbal identity group. "We wanted that approachability to come through in the new identity and tagline."

This decision wasn't rash. Executives from all three agencies spent the last 12 months gathering feedback from customers and employees from all over the map when forming their decision and plan.

The result is Staffmark's resolute commitment to fuse the best of all three companies and solidify long-term relationships with clients.

"We see this rebranding as a reflection of what our customers said made our company unique in the industry," says Frederick L. Kohnke, President and CEO of Staffmark.

With LPK's help, the new Staffmark made sure to create a new vision, mission statement and a potent visual symbol of this fusion.

The new Staffmark logo incorporates the color blue (taken from CBS Personnel and Venturi Staffing's brands) and three concentric circles superimposed over the letter "S," representing the synergy and connectedness between Staffmark, its customers and temporary employees.

This new identity will be spread throughout CBS Personnel, Venturi Staffing and Staffmark locations over the next 12-18 months.

"The new Staffmark represents nearly forty years of staffing expertise and a tremendous amount of passion and commitment to connect the right employees with the right employees," Kohnke says.