We pay respect to the Traditional Custodians and First Peoples of NSW, and acknowledge their continued connection to their country and culture.
Samuels Donegan
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The year is 2024. In a landscape of stock imagery, empty claims, corp jargon and monotonous recruitment messaging reigns supreme. Most recruitment agencies look and sound the same. Driven by AI-powered and volume-based models, the industry is straying further from its focus: the human element of HR. Enter Samuels Donagen. A paragon of deeply personal yet daringly progressive HR recruitment, run by a female-led team of talent agency specialists who take risks, create their own luck, and take satisfaction in doing things differently. A solid partner to candidates and clients alike, Samuels Donegan holds on tight to their humanness, always putting people front and centre.
Samuels Donegan is rewriting the rulebook for recruitment. By rethinking the rules, they’re putting humanity back at the heart of HR.
At Samuels Donegan, it’s about more than placing candidates. It’s about connecting the right people with the right companies and making sure they thrive together. Built on a foundation of experience, empathy, and unwavering commitment to quality, the team is a group of people-people who take the time to listen, understand, and deliver with a level of personal care the recruitment industry desperately needs. Transcending the transactional, Samuels Donegan forge lasting partnerships that drive meaningful results. And with a female-led team at the helm, Samuels Donegan is boldly challenging industry norms, making hiring feel like a human experience once again.
The challenge: To create a brand that’s as dynamic and engaging as Samuels Donegan’s approach to recruitment. The existing landscape is cluttered with sterile corporate language, so we set out to infuse a sense of personality, warmth, and innovation into the verbal identity, while still keeping it sharp and forward-thinking. We wanted an identity that felt fresh, approachable, and instantly memorable—one that stands out from the crowd but also speaks directly to both candidates and clients who value authenticity.
Through our strategic process, we uncovered the true essence of Samuels Donegan: a recruitment agency that gets people. Not just resumes. Not just job titles. But the individuals behind them. The brand had to be a mirror to this: personable, fresh, and human, with an edge that showcases their bold, daring side.
The new Samuels Donegan brand identity conveys a sense of belonging—where people find their perfect fit and companies find their perfect match. Every design element reflects the warmth, energy, and clarity of the team’s approach.
The primary logo features a bold, modern typeface, complemented by a soft, approachable icon that incorporates the “SD” shape into a smiling face—a nod to the brand’s human-centric approach. This playful yet professional logo sets the tone for a more inviting and engaging recruitment experience. The SD icon, much like the brand itself, is versatile—able to stand alone or integrate into various touchpoints, symbolising the deeper connection Samuels Donegan builds with both candidates and clients.
A carefully curated colour palette of vibrant hues and classic navy brings a contemporary edge to the recruitment world, making the brand stand out as both fresh and credible. The use of script adds a personal touch and layer of depth, suggesting that Samuels Donegan’s approach is far from one-dimensional. The tone of voice is conversational, confident, and clear—ensuring that every communication feels personal, never corporate.
Art direction pushes the boundaries of traditional recruitment imagery. Instead of stock photos or generic corporate shots, we focused on capturing real, human moments—candid interactions, genuine emotions, and behind-the-scenes glimpses of the team at work. This storytelling approach helps illustrate the human side of hiring, making Samuels Donegan’s services feel not just necessary, but vital to creating positive workplace cultures.
Samuels Donegan’s rebrand positions them as the trailblazers in the HR recruitment space, combining the latest industry insights with a deeply personal approach. By making hiring human again, Samuels Donegan is not just changing how we recruit— they’re transforming how businesses and employees experience the hiring process. This new identity gives the brand the freedom to disrupt, engage, and excel—proving that, with the right care, the perfect match is always within reach.
“We recently partnered with Smack Bang for our company rebrand, and we had a great experience. Their team was responsive and collaborative, making an effort to understand our brand identity. They effectively captured our vision and created a fresh look that reflects our values. The process was smooth, and we are genuinely thrilled with the results. If you’re in search of a creative agency for branding, I would recommend Smack Bang for their professionalism and creativity.”
“Genuine people doing Genuinely great work! Loved working with Smack Bang to help us reinvent our Samuels Donegan brand. The feedback from our team, and our clients was even better than we hoped. Look forward to working with them again.”
© 2024 Smack Bang
We pay respect to the Traditional Custodians and First Peoples of NSW, and acknowledge their continued connection to their country and culture.