--- title: Helping Cooper Fitch establish a new identity after breaking away from a well-established brand was challenging and ultimately, fulfilling. description: Discover how Arcs & Curves rebranded Cooper Fitch, a leading recruitment agency in Dubai, with a new logo, website, and email campaign, driving success and growth. image: https://arcsncurves.com/hubfs/Section%204.png --- # Helping Cooper Fitch establish a new identity after breaking away from a well-established brand was challenging and ultimately, fulfilling. 3 mins read ![](https://arcsncurves.com/hubfs/Section%204.png) ## About the Client Cooper Fitch is a recruitment agency based out of Dubai, that specializes in executive search and human resources advisory services. Formerly known as Morgan McKinley, they provide top-notch recruitment & HR solutions to thousands of clients throughout the UAE and Middle East region. ## Scope of Work - [Logo Design & Brand Identity Creation](https://www.arcsncurves.com/logo-design-company-dubai-branding-agency-uae) - [Website Re-design & Development](https://www.arcsncurves.com/web-design-company-dubai) - [Custom Content Management System - Drupal](https://blog.arcsncurves.com/get-in-touch) - [Emailer Design and Email Marketing](https://www.arcsncurves.com/email-marketing-dubai) ![](https://www.arcsncurves.com/uploadfolder/CFT.jpg?width=800&height=575&name=CFT.jpg) ## Objective Morgan McKinley was a reputed recruitment and HR company in the UAE with a well established brand identity. When Trefor Murphy acquired their UAE business to found Cooper Fitch, it was important that the transition was seamless and the old brand morphed into the new without any loss of brand value. After a stringent global selection process, Arcs & Curves were handed the rebranding and digital communication briefs. The deliverables - brand mark and identity, website and creatives for communicating the change to existing and prospective clients. ## Designing the new brand identity: Style Concepts The Cooper Fitch team were keen on using the infinity symbol in their new logo. Our design team worked on various ways of incorporating the symbol and finally it clicked when we replaced the two "Os" with it. The client loved the design. We also had a few font choices to make for the brand name. A classic serif font was chosen to convey the established trust and respect the brand inherited from its predecessor. Finally, we all agreed to go with a bright blue as the primary colour. The bright yet modern layout evokes Cooper Fitch’s approachable & professional brand personality, further strengthening their brand recall and identity. ![](https://www.arcsncurves.com/uploadfolder/CF_1-1.jpg?width=410&height=284&name=CF_1-1.jpg)       ![](https://www.arcsncurves.com/uploadfolder/CFC2.jpg?width=410&height=295&name=CFC2.jpg)   ## The Process Once we finalized the visual elements of this new brand, we then got down to designing their website. A distinct visual identity, large number of services categorised by industry, blogs, media articles and all this held together tightly by a robust and easy to use customised, Drupal CMS - the entire website was meticulously planned before we even sat down to do the wire frames. Getting it right the first time was critical and we spared no effort in developing the best site for Cooper Fitch - and it shows. ## Communicating the birth of a new brand Cooper Fitch inherited a huge database of clients and prospects from the the erstwhile Morgan McKinley. The challenge now, was to inform these patrons about the new brand, without alienating them in any way. They had to be convinced to continue doing business with Cooper Fitch as they had with Morgan McKinley. We were tasked with developing an email communication plan. We came up with a smart, 5 emailer campaign to get the message across gradually. ![](https://www.arcsncurves.com/uploadfolder/Emailer.jpg?width=650&height=450&name=Emailer.jpg) ## Bringing it all together The new Cooper Fitch website has proven to be a strong digital asset, driving leads and conversions through intuitive navigation and frequent blogs. With 5,000+ monthly visitors and hundreds of content pages, the website has been battle-tested for the toughest of online terrains. The strengthened user experience achieves its important goal: making it quick easy for visitors to find exactly what they need. Whether it’s their recruitment services, latest jobs, salary guides or their media centre, the site structure and capabilities facilitate an appealing hub for their visitors and employees, alike. A neatly-laden menu with crisp options provides additional trust and credibility for their growing brand. ![](https://www.arcsncurves.com/uploadfolder/CF_Footer.jpg?width=1150&height=400&name=CF_Footer.jpg) ## Ready to Work With Us? Whatever you are looking to achieve, we can help. [Send us a message](https://blog.arcsncurves.com/get-in-touch) or simply ring us on +9714 369 5562. Share this post: ** ** ** #### Client Testimonial ##### Trefor Murphy Founder and CEO, Cooper Fitch "We selected Arcs & Curves after a long, international search process to identify a partner to implement our rebranding exercise. And they didn't disappoint. Their team worked closely with us to understand our new brand and its history in detail. They came up with amazing creative solutions for all our requirements and helped us produce a world-class website. We're looking to work with them on other upcoming projects as well as some for our valued clients too." ... 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