Following its divestment from Capita, the new company needed an identity that would encapsulate its agility, precision, and expertise. The brand had to convey the transition from being part of Capita to an independent entity with a fresh and innovative approach. This included developing a new name, visual identity, and messaging that reflected its established capabilities while highlighting its new offerings.

The name “Peregrine” was chosen to evoke speed, flexibility, precision, and targeted acquisition, symbolizing the brand’s ability to swiftly identify and deploy top talent. A modern and dynamic color palette was created to reflect both the established skill base and the fresh, innovative offerings of Peregrine. This palette was complemented by a bespoke illustrative style to enhance visual appeal and differentiate the brand from generic stock photography.

A clever and engaging messaging structure was developed to quickly convey Peregrine’s services with a distinct personality. The messaging highlighted Peregrine’s ability to identify, inspire, develop, and deploy diverse and skilled individuals essential for organisational success.

Due to tight timeframes, stock imagery was utilised, enhanced with unique visual devices and a bespoke illustrative style to ensure brand ownership and consistency. This approach helped fill the gap where photography alone felt too generic.

The new Peregrine brand successfully communicated its transition to a standalone business while retaining the trust and recognition of its existing client base. The fresh visual identity and engaging messaging structure positioned Peregrine as a forward-thinking leader in workforce solutions, ready to support organisations in navigating the future of work.