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Brownlee Cale

Rebranding a leading national construction recruitment firm


  • Branding
  • Website Design
  • Website Development
  • Marketing Collateral

Brownlee Cale is the merging of two leading construction recruitment firms. Previously branded as Brownlee Dean and TSA, we worked with the team on the creation of the brand, right through to a bespoke website and on-going marketing materials.

The Brownlee Cale logo
The Brownlee Cale icon logo
The Brownlee Cale logo icon with a grid around it

The merger is the joining forces of the two companies, aligning capabilities and sharing resources. Brownlee Cale is a network of cross-industry partners, which we have visually represented in the identity. We gave the Brownlee Cale brand a striking look and feel with a limited colour palette, a bold typographic system on web and in print, across marketing materials and social graphics.

A Brownlee Cale logo icon shown on a business card mockup
Various screenshots of the Brownlee Cale website
A mockup showing various instagram posts designed for Brownlee Cale
A shipping container with the Brownlee Cale logo on the side

Brownlee Cale’s sectors of expertise include construction, civil engineering and energy. We created a structured icon, alluding to various sectors joining together, using a modern, contemporary typeface. Whilst maintaining the yellow and dark colour scheme of the previous Brownlee Dean and TSA brands, we’ve just tweaked the tones to make it more vivid and stand out more. To follow the structured layout of the identity, we have used large dynamic type and a strict grid structure across the website design.

A person using a laptop showing the jobs board section of the Brownlee Cale website
A mockup of the Brownlee Cale brand guidelines page on the website
A mockup with a laptop showing a page on the Brownlee Cale website