The best place to work you’ve never heard of.
A highly-customizable employer brand allows LogMeIn to target the exact product, location, and position they’d like to attract.
Services
- Brand Strategy
- Brand Voice
- Visual Identity
- Messaging
- Copywriting
- Visual System
- Go-To-Market Strategy
- Website Design
As part of a highly-successful house of brands, LogMeIn enjoys worldwide success. Yet, the side-effect of its aggressive acquisition strategy has left them with little name recognition. People love the products, but they don’t know that LogMeIn is an amazing place to do good work, have a voice, and make an impact.
Using the look and feel of postcards, this campaign creates messages written from LogMeIn as if it were a secret destination. Whether the cards are addressed to potential hires in sales and engineering, or even playfully taunting recruiters and head hunters, the messages detail the ways in which prospective employees are able to be limitless in their work and thrive.
Visually, the cards incorporate photography from LogMeIn locations all over the world, with passport-like stamps signifying their product line. The result is a piece of creative that raises awareness while drilling down to the exact target audience LogMeIn is looking to hire.
What We Learned Along the Way
The more specific, the better.
Employer brands shouldn’t seek to cast the widest net possible; they should use the strength of their brand to draw the right people in. Dialing into specific locals and job positions was a way to weed out the wrong fits.
Disrupt within the lines.
LogMeIn understood that this campaign must take creative risks to stand out in the market, but they didn’t want to disrupt norms or risk their brand equity. We explored a confident tone that reflected their love of winning – without being too arrogant or flashy.
Repositioning lack of awareness as a secret to be discovered.
Being unknown doesn’t have to be a bad thing. We repositioned LogMeIn’s obscurity as “The Best Place to Work You’ve Never Heard Of,” borrowing the look and feel of travel guides to drive home the feeling of exclusivity.
Bob Quinn, Vice President, LogMeInEmotive Brand created a playfully disruptive campaign within the guardrails of the brand. They gave us a creative way to pin-point the exact candidates we’re looking to attract.”
Bringing Strategy to Life
A Logo That’s Simple, Powerful, and Symbolic
The interlocking components of Galt’s mark were inspired by the company’s unique ability to perfectly match employees to jobs. A minimal number of pieces make the logo powerful and clear. Every version has adequate color contrast for people with visual impairments. A subtle arrow symbolizes the progress Galt helps its employees and clients achieve.
Experience that Works
Employer brands speak two ways at once.
While the main focus of an employer brand is to attract talent, it also needs to help retain and excite existing employees. This campaign encouraged current staff to share their own stories via postcards, creating additional buy-in for the brand.
In a digital world, analog can stand out.
Part of the charm of this campaign was its real-world application. While most of the “postcards” would be digital, it allowed opportunities for fun, physical engagement strategies.
If design is limited, ramp up the language.
When working within tight brand guidelines, one must ask, “Where can we afford to be super bold?” We pushed the envelope on copy, creating something with a bit of swagger to cut through the noise.
A house of brands needs a common roof.
LogMeIn had a large portfolio of products, offices all over the world, and employees from several different acquisitions and mergers. They needed a campaign that was unified, but with enough flexibility to reflect their vibrant diversity.
Recent Work
Bringing a people-centered brand into a digital-first, product-led future.
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