Challenge
Minerva is a specialist executive search firm working in education, culture and social impact. In a sector that can feel corporate and impersonal, they stand out for their human approach and focus on reducing inequality at work. They needed a brand identity that reflected this difference, demonstrating that they're about relationships, not transactions.
Outcome
The new website moves away from the formal corporate feel typical of the sector, reflecting Minerva's values of humanity, empathy and intuition while demonstrating credibility and rigour.
The identity takes inspiration from the Roman goddess Minerva, using a classic, chiselled typeface in the logo, a calm and confident colour palette, and natural, honest photography. The tone of voice is simple and thoughtful, bringing warmth and depth to the brand.
Launched first on the website, the identity now runs through pitch decks, onboarding packs, candidate communications and client reports.
