As high-growth organizations scale, creating the right team and placing the right individuals in leadership positions becomes a critical factor in adding value to the capability and potential of the organization. The world of executive search is dominated by a few key players but as the sector has progressed there is often a negative view of how well the sector really gets the needs of high-growth companies. Fusion was founded on a desire to offer a high-touch, quality approach to search, driven by a deep understanding of business needs and specialist expertise. The Fusion founders approached Wunderdogs to build a brand from the ground up helping them prepare for a full-scale launch.
Fusion was created to offer a truly partnership-driven model that places the needs of companies front and center. We worked with Fusion’s founders to really understand what matters in this world. Personal connections and broad-reaching networks are vital tools that help companies not only find the best people but also the right people with the potential to transform the direction of a company. We built a brand positioning and overarching messaging approach based on an ‘anti-scale’ concept to help position the firm as intentionally focused to deliver the best possible service and results.
Part of our process was working with the team on the name. Fusion derives from the merging of diverse, distinct, or separate elements into a unified whole. While accurately articulating the underlying ambition of the firm, the name gave us a clear starting point for developing the visual identity. Much of this world is powered by reputation and personal relationships. As such we wanted to create a brand that felt paired back and exclusive. The idea of fusion inspired how we considered all elements working together in harmony. Considered use of color coming together as gradients paired with a serif typeface and limited use of photography indicates what Fusion is about but without giving too much away.
In translating the Fusion brand to the web, the founders had ambitions to create the most minimal expression of themselves and their firm. The intention was to give users the least amount of information to understand what Fusion could deliver. We wanted to create a high-impact site that hooked people in, encouraging them to want to find out more. A single-page, limited scroll site creates space for high-impact statements delivered through bold text and minimal backgrounds. Where reputations speak for themselves, we placed founders front and center as the face of the brand.