EDMEN

Edmen Community Staffing Solutions, with 30 years of experience in providing staffing solutions to the community services sector in Australia, underwent a significant transformation two years ago with the appointment of a new General Manager. This transition enhanced company culture, processes, technology, and client relationships. With internal operations running smoothly, Edmen was ready to focus on growth.

However, the company has historically underinvested in branding, leading to an inconsistent and unprofessional appearance. This lack of cohesive brand identity has made it difficult for the marketing team to maintain an efficient workflow, often resulting in improvised approaches and varying styles in creating collaterals like brochures and social media posts.

The inconsistent messaging was confusing and could have undermined Edmen’s credibility. Weak branding might have made it harder to stand out from competitors, leading to a diluted market presence and difficulty attracting new clients or top talent.

To address these challenges, I developed a visual system that is straightforward and user-friendly, even for non-designers. Recognising the diverse target audience — casual workers (primarily women around age 30, often visa holders) seeking meaningful work with flexibility and competitive pay, and community service organisations ranging from large charities to smaller providers, I crafted a brand identity that reflects Edmen’s core values: warmth, humility, support, simplicity, and energy. The objective was to create a distinctive, cohesive style that resonates with employees, clients, and candidates alike, while being easily replicable in Canva within budget constraints.

The new visual identity retains its signature green, now refreshed with a brighter, more vibrant palette.

The marker highlight stroke isn’t just a design element; it’s a visual metaphor that captures the essence of the brand: bold, confident, yet approachable. It’s not about perfection; it’s about making a mark with purpose and authenticity. This stroke embodies the brand’s dynamic nature, always in motion, adapting, and evolving. At the same time, its simplicity and hand-drawn quality keep it grounded, approachable, and real, like a friendly conversation. The stroke’s organic, unpolished look connects with the brand’s commitment to being genuine and relatable, making it a perfect symbol for a brand that’s both energetic and down-to-earth. The straightforward portraits of people facing the camera add a relatable, human touch.

These elements, combined with the bold strokes, are easy to create on Canva. The overall effect is a modern, energetic look that’s simple yet professional.

One of the main touchpoints of Edmen is its website, where support workers find job opportunities and community service providers connect with the talent they need.

the website got a fresh new look with the revamped visual identity, extending the professional and cohesive vibe to their Instagram page, thanks to the sleek new templates that tie everything together. 

Impro en Seine

Visual identity for the famous Parisien improv festival.