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Above & Beyond

Messaging refinement and visual rebrand for a independent recruiter who work in the climate tech sector.

Above & Beyond

Messaging refinement and visual rebrand for a independent recruiter who work in the climate tech sector.

The background

Above & Beyond is a recruitment consultancy who work with innovative technology start-ups in the sustainability space. They specialise in partnership-based recruitment, working as an extension of their clients to find them the senior developers and CTOs they need to boost their growth and positive impact. Having had a successful first few years, the company was looking to develop their visual brand and clarify their messaging.


The original brand

Image of a logo with a mountain and the words above and beyond. There are three text boxes pointing to it that say, 1, the mountain shape shape had various symbolic relevancies. The triangular shape was meant to represent the relationship between candidate, recruiter and employer. 2, The mountain was chosen as a symbol of a journey of upward progression, and exploration into the unknown. 3, The mountain and the muted earthy tones aimed to evoke the natural world, reminding us of the importance of sustainability within the business.

The background

Above & Beyond is a recruitment consultancy who work with innovative technology start-ups in the sustainability space. They specialise in partnership-based recruitment, working as an extension of their clients to find them the senior developers and CTOs they need to boost their growth and positive impact. Having had a successful first few years, the company was looking to develop their visual brand and clarify their messaging.


The original brand

Image of a logo with a mountain and the words above and beyond. There are three text boxes pointing to it that say, 1, the mountain shape shape had various symbolic relevancies. The triangular shape was meant to represent the relationship between candidate, recruiter and employer. 2, The mountain was chosen as a symbol of a journey of upward progression, and exploration into the unknown. 3, The mountain and the muted earthy tones aimed to evoke the natural world, reminding us of the importance of sustainability within the business.

Brand story and purpose | Messaging | Design identity |
Copywriting support | Brand playbook


Brand story and purpose | Messaging | Design identity |
Copywriting support | Brand playbook


The brief

Cherry was keen to retain the original strategic meaning held in the previous design style, but to develop something that appealed to a highly innovative sector and that felt professional but not too corporate.


The chosen route did just that, inspired by visual resources like cartography and geological illustration, it shifts the literal symbol of a mountain to a more abstract interpretation. The contour motif appears in a restrained form within the logo, and with more complex counterparts in the graphic elements used on image treatment and backgrounds.

Image of two business cards with the above and beyond logo and some contour designs running across them.

The brief

Cherry was keen to retain the original strategic meaning held in the previous design style, but to develop something that appealed to a highly innovative sector and that felt professional but not too corporate.


The chosen route did just that, inspired by visual resources like cartography and geological illustration, it shifts the literal symbol of a mountain to a more abstract interpretation. The contour motif appears in a restrained form within the logo, and with more complex counterparts in the graphic elements used on image treatment and backgrounds.

Image of two business cards with the above and beyond logo and some contour designs running across them.
A front and back cover of a brand guidelines booklet for above and beyond in navy blue with a neon yellow spine.

Themes of exploration, journeying and innovation extend throughout the brand identity, from the clean sans serif typeface, to the nomenclature of the colour palette, which pays homage to female computer scientists. 


The organic shapes of the contour play off against the simplicity of the wordmark, introducing further visual interest and a reminder of Above & Beyond's focus on sustainability.

A montage image featuring a green and cream logo and four colour boxes with various tints to show the brand colours for above and beyond. The colours are a navy, sage green, cream and neon yellow.
A montage image featuring a green and cream logo and four colour boxes with various tints to show the brand colours for above and beyond. The colours are a navy, sage green, cream and neon yellow.

Themes of exploration, journeying and innovation extend throughout the brand identity, from the clean sans serif typeface, to the nomenclature of the colour palette, which pays homage to female computer scientists. 


The organic shapes of the contour play off against the simplicity of the wordmark, introducing further visual interest and a reminder of Above & Beyond's focus on sustainability.

An illustration showing the anatomy of the above and beyond logo. Including some notes that say: 1, Balance is created by the alignment of the 'b' and the sharpness of the 'v' and 'y' when nestled among the curves of the other letters. 2, the logomark sits balanced between the 'e' and 'd', it's lines almost the same thickness as the typography. 3. optical spacing allows for justified margins. 4, wordmark uses a tweaked version of Regulator Nova, reminiscent of early sans fonts like Gill and Futura. 5, Tapered curvature adds symmetry to this rounded sans-serif font.
Stationery branded with the above and beyond logo and company colours (cream, sage green and navy) is laid out, evenly spaced, with a pen, pencil, business card, notepad and large note book. .
A compilation of digital tablets on a diagonal showing screenshots from the above and beyond website.

Web design by Future Selves. Development by Tempest.

”It was a great experience, really collaborative and we loved working with Beth. Having a clear and consistent brand, encompassing a new logo, colours, visuals, and clear concise messaging was key for Above & Beyond going forward. Beth helped us pull all of this together into a really neat brand pack which we helped guide all our marketing and communications."

CHERRY SWAYNE, CEO

ABOVE & BEYOND

”It was a great experience, really collaborative and we loved working with Beth. Having a clear and consistent brand, encompassing a new logo, colours, visuals, and clear concise messaging was key for Above & Beyond going forward. Beth helped us pull all of this together into a really neat brand pack which we helped guide all our marketing and communications."

CHERRY SWAYNE, CEO

ABOVE & BEYOND

A cream and green branded notebook, with a navy and cream branded card and large gold paperclip and green pen.
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