Formerly known as Network HR, Middlemore is a specialist recruitment agency providing talent solutions for HR and Corporate Functions across the UK and internationally.
However, as part of the wider Executive Network Group and sitting alongside HSE Recruitment, Technical Network and Recruitment People, its unique offering had become diluted. Middlemore’s credibility, meticulous standards and senior-level expertise were being overshadowed by the rest of the group.
To clearly communicate their speciality and showcase the best version of themselves, it was time to review their brand architecture. They needed a powerful, standalone brand that would offer distinct separation.
Middlemore became the answer.
Defining a different kind of recruitment
Our first step was to define their unique space in the market. The recruitment industry can be defined by three tiers, starting with the volume-driven tier offering low cost and low risk with inconsistent results, up to exclusive ‘white glove’ premium retained firms.
Middlemore operates in the space between, providing top-tier results with a more accessible, pragmatic model. Their approach is meticulous and evidence-based, yet grounded and human.
As for their clients, they face complex challenges including constrained budgets, high turnover and limited time. Middlemore’s role is to solve. Grounded in credibility, professionalism, integrity, precision and quality, they act as genuine business partners, providing rigorous, data-driven search with a calm, low-ego approach driven by data.
They’re the agency that provides top-tier results with mid-tier benefits.
A name with heritage
To mark their independence, the new name needed to be distinctive, memorable and future-proof. We deliberately avoided founder-led naming conventions and functional descriptors like ‘Recruitment’ or ‘HR’ that could limit future growth.
Their location was the solution. The agency is based in Westbourne Manor in Birmingham, which in 1393 came into the possession of the Middlemore family. By adopting the name Middlemore, we rooted the brand in heritage and stability while giving it a fresh, contemporary identity.
Reimagining the crest
This naming direction then went on to inform the rest of the visual identity. The original family crest features three moorcocks, a red grouse native to British heather moorlands with a distinctive bright orange eyebrow.
This bird became the foundation for the new identity, with the logo mark drawing from the moorcock silhouette and abstracted into a refined, forward-looking emblem. The feather forms subtly suggest ‘new horizons’, reinforcing a sense of progress and perspective.
These feather lines were then developed into a single-line stroke version of the mark. This acts as a refined stamp of quality on all Middlemore outputs, signalling precision and confidence.
Striking the balance
The logotype also reflects the same tension of professional yet approachable, balancing authority with warmth. By slightly rounding the letters for a twist on a typical serif font, we softened the aesthetic to make it highly approachable. It’s a typeface that feels less safe and more confident, striking an immediate impact against core competitors.
A burst of energy
As for the colour palette, this plays a critical role in differentiation since the sector is largely dominated by greens and corporate blues.
Middlemore’s palette is grounded in sharp black and white with a vibrant burst of orange drawn directly from the moorcock’s iconic orange eyebrow. This balances sophistication and professionalism with a vibrant, approachable energy that visually disrupts the space.
An empowering transformation
Middlemore now stands confidently on its own. Rooted in heritage but built for modern executive search, the new brand reflects the precision, integrity and partnership-led mindset that defines their approach. With a clear strategic position and a distinctive visual language, they are no longer lost in the mix.
Looking to clarify your own brand architecture?
Based in Shrewsbury and grounded in strategy, our brand designers work with ambitious businesses throughout the UK and beyond to establish distinct identities for what’s next. Explore the journal to learn more about our approach, or get in touch to speak with the team.
