What is the company's profile

Steam (formerly AAS) provides recruitment services. It specialises in recruitment and employment, covering the search, attraction, selection, final choice, and engagement of candidates. The company prides itself on nearly 20 years of experience in acquiring teams for short-term, long-term, and permanent positions.

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What is the extent of tasks

A    Brand Personality (Market Landscape Analysis, Current Brand Analysis, Industry Analysis, Corporate Culture Analysis, Company Analysis, Product/Service Analysis, The Big Idea, Brand Positioning, Brand Strategy, Brand Story, Brand Character).

B    Brand Language (Domain Naming, Slogans/Claims, Key Messaging, Descriptor, Tagline, Brand Tone & Voice, Brand, Brand Statement, Brand Storytelling, Brand Anthem, Brand Sales Writing).

C    Brand Appearance (Brand Visual Identity, Visual Needs Analysis, Brand's Visual Expression Concept, Information Architecture, Functional Design Systems, Brand Art Direction, Logomark, Logotype, Iconography, Brand Visual Architecture, Brand Color Palette, Brand Typography, Brand Graphics & Patterns, Imagery & Photography, Branding Guidelines, Grids, Brand Collateral, Brand Signage, Wayfinding, Packaging Design, Editorial, Stationary, Web & Digital Design, UX/UI Design).

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What are the objectives

A    To develop a new brand name with broad industry appeal, moving beyond the previous automotive focus.

B    To create a brand identity that resonates with both corporate clients and shop floor employees.

How the company’s objectives were achieved

A    The brand communication prioritises appealing to workers over employers. Starting with the concept of "team", the brand evolved through associations with "S-tier" quality and the phrase "working at full steam". These elements coalesced into the final name: Steam. The verbal identity expands on the "S" theme, employing it as the initial letter for key branding terms such as "savvy", "solid", and "scrupulous". This approach creates a cohesive narrative that subtly explains the brand's ethos.

B    The letter 'S' forms a solid foundation, symbolising strength and unity, essential for building cohesive teams. The chosen geometry is bold, symmetrical, brimming with energy. The full Steam logotype can transform into a dynamic 'S-class' adjective carousel. The word 'team' in 'Steam' can be swapped out with any powerful 'S' adjective, giving the brand a versatile visual tool. This simple yet effective approach resonates with both large corporate clients and everyday workers. Such a confident approach achieves maximum impact through minimal visual assets, demonstrating the power of simplicity in design. To balance the simplicity, Steam’s photography style focuses on authentic representations of workers in their actual environments, presenting a professional yet relatable image of the company, emphasising the value of all workers and the real work they perform.