Tiro Partners

The Brief

Tiro Partners had recently landed on a new brand identity, and a new brand is only ever as good as what you do with it.

Tiro places contract IT and engineering specialists, covering software engineering, cyber security, data, DevOps, electric vehicles, firmware, mechanical design and a good deal more, across the UK, the DACH region and Benelux. Speaking well to that audience takes some care. Contract technologists and engineers are a discerning crowd who respond to substance.

Tiro also had ambitions beyond conventional recruitment marketing. There were community groups to build and podcast channels to launch, each needing its own identity while clearly belonging to Tiro. That is a proper brand architecture question, and it needed answering alongside the day to day marketing.

So the brief was a broad one: run the marketing, produce the campaigns and collateral, be on hand for creative work as it came up, and extend the new brand into everything Tiro wanted to build.

Our Actions

Outreach campaigns were a significant part of it, giving Tiro’s consultants well-made material to open conversations with in a market where the best candidates get approached constantly. Collateral followed as the team needed it, all carrying the new identity properly.

Social media ran continuously, keeping Tiro visible to technologists and engineers across three regions, in a voice that suited a specialist contract recruiter talking to people who know their field.

Alongside all of that sat the on-demand creative resource, which is one of the most useful things an agency can offer a growing business. When Tiro needed something designed, it got designed, with no hiring conversation and no lengthy procurement exercise. That flexibility is what let the community and podcast work happen at the pace Tiro wanted.

Sub-Brands & Communities

Tiro wanted to build things around the recruitment business: community groups for the specialisms they work in, and podcast channels to go alongside them.

Each of those needs an identity of its own. A community group has a different feel from a corporate brand, and a podcast has to look like something people want to subscribe to, while both still need to be recognisably Tiro. Getting that right is brand architecture: enough distinctiveness to stand alone, and enough family resemblance to build the parent brand every time they appear.

Halt developed the sub-brands to sit within the new Tiro identity, extending it into territory the original brand was never designed to cover, and giving each community and channel a character of its own.