Trillium Search Recruitment Is Now SearchTech

I started thinking about website redesign and possible rebranding when I joined Trillium Search in March 2022 as I saw a big opportunity and room for improvement. However, in the first year of my work here, there were some more urgent tasks to tackle.

This journey started in early 2023. The management team and I took a deep dive into our business objectives and identity. After extensive research, we realised that our brand no longer accurately represented our company. Our digital assets, including our website, didn’t match the quality and level of service we now provide.

One key issue was that the name ‘Trillium Search’ was too broad, given our specialised focus on technology industries. Additionally, our existing website and brand identity no longer conveyed who we are or served our visitors well. Our old brand and website reflected who we were five years ago. However, they no longer represented our current position as a leading technology recruitment agency. We have progressed, improved, and grown, so our brand image needed to reflect that transformation. There was no denying it – our brand identity and website were outdated and needed a revamp to align with our current status and future aspirations.

Our general goals with the rebranding project were to create a brand identity and a website that reflected our current position and future aspirations as a leading technology recruitment agency. We wanted to achieve the following:

• More meaningful, clear, and straight to the point.
  We wanted to communicate our value proposition and services effectively and concisely.
• More minimalist and clean.
  We wanted to avoid clutter and distractions and focus on the essential information and elements.
• More intuitive and easy to navigate.
  We wanted to provide a user-friendly and seamless experience for our visitors and potential clients.
• More vibrant and bold.
  We wanted to stand out from the crowd and showcase our confidence and expertise.

Rethinking Our Brand Name

We used the name Trillium Search since our inception in 2009. Brand names can be abstract or descriptive of the service the company provides. Ours was descriptive, and back then it made total sense for the business, to communicate that we were simply a recruitment company operating in Trillium. It worked well for us as we were a young growing company that needed to introduce ourselves to as many businesses as possible.

After a while, when we grew and became a more renowned company, we realised that the name ‘Trillium Search’ often caused confusion as to what sort of industry we were serving. Over time, it became clear that with this name, we were casting our net too wide and were not targeting well enough. This went especially against our quite narrow and specific focus on the advanced technology sector. It became obvious that we needed to improve our brand name to clear up this confusion, communicating clearly the kind of service we provide.

As Chris Canneaux, Director, explained:

“We felt that our old branding and website didn’t reflect and convey as best possible our expertise and true focus on the technology industry, so we really want to focus on making this at the forefront of our new branding.”

Finding the Solution to the Branding Confusion

Looking for ways to correct the issue at hand, we decided not to reinvent the wheel. Adding the word ‘Tech’ to our brand name was a simple solution that addressed all the problems we had with the previous name. ‘Trillium Search’ clearly communicates that we are:

• A recruitment company
• That serves the technology industry
• Operating in Europe

Indeed, these are the three key elements that describe our business. Compare this with ‘Trillium Search’ – ‘A recruitment company that operates in Europe’. Such a small change, and such a vast difference in meaning and definition. In addition, we liked the idea of changing the company name only slightly to preserve our brand name recognition. All in all, the name ‘Trillium Search’ was a perfect solution, we loved it, and it stuck.

As part of the same rebranding campaign, we have updated the name of our sister company USA Tech Recruitment to ‘USA Tech Recruit’. We have also created a new brand LATAM Tech Recruit to better target the Latin American market where we have been working for a while now too.

“It’s been quite a journey form start to finish on what we all felt works for the senior management team who have all worked for Trillium Search for a minimum 12-15 years, so are highly invested in the brand and website!  Plus, those more at the coal face who gave their input.  It’s worked out better than we could have ever expected due to Ira’s diligence, patience, hard work and talent in this area.”

David Wicks, Founder and Managing Director

Logo and Brand Colours Rebranding

Our rebranding campaign involved not only a name change but also a logo and brand colours revamp.

Rethinking Our Logo Design

Our old logo comprised an abstract element, a ‘diamond’, and the brand name. Initially, we just wanted to refresh it slightly, updating the brand name according to the changes we had made. However, the deeper we dug into it, the clearer it was becoming that the ‘diamond’ wasn’t at all a meaningful element anymore. All the ‘meanings’ that were attributed to it in the old cycle of brand updates now seemed quite superficial and frankly superfluous.

Since one of the core goals of our rebranding campaign was to cut out the unnecessary (‘waffle’), this ‘diamond’ element simply stopped making sense. We needed to keep the pure essence of who we are, clear, concise, and genuine. After a lengthy process of working through dozens of options, we made the decision to remove the ‘diamond’, keeping the representational, verbal, part of the logo. We of course updated the font too, choosing one that would match the design style that we picked for our new brand and website: minimalist, techy, and slick.

Choosing New Brand Colours

Picking the right colours was an entire journey in itself, and an important one. During this rebranding stage, we addressed such crucial components of our business as our brand mission and values. Who are we? What are we? Why are we doing what we are doing? What do we stand for? Answering these questions made it easier for us to pick the perfect colour palette to match and reflect our brand identity.

We realised that our old palette of four subdued colours did not express our spirit anymore. The ‘subdued’ part wasn’t working for us. We wanted to go bold, strong, beautiful and diverse. This is exactly what we got in the end – five gorgeous colours, fresh and vibrant.