The Paradigm is Shifting

Hunter Farmer

Reimagining Hunter Farmer’s brand with supreme artwork, a sincere narrative and design that achieves the impossible.

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Hunter Farmer is a British recruitment agency formed in the financially-impossible time of the UK recession circa 2008. This proud brand has the spirit of fight in their blood. They came to us for branding and a new website because they appreciated the art of creativity and had faith that their best chances of standing out were with us. Their bold background and willing to embrace original thinking made them an exciting prospect for us. Their brand name – comprised of two common terms within their industry – was at the centre of our concept.

Artists at heart, we unleashed our storytelling and fine-art illustrative talent and reinvented the Hunter Farmer brand story through our unique mindset. The sketching began; pencils caught on fire and notebooks etched raw. Hunter enters stage left, Farmer right. The scene is set from these fine-art illustrations of our preloader. “They call me The Hunter,” he begins, an opening strong enough to stand amongst some of literature’s finest first lines – Moby Dick’s “Call me Ishmael” is a noteworthy comparison.

A project remembered for our complete a-z rebranding as much as the fine-art storytelling and now-famous smoke transition.

The writer isn’t always appreciated in the web design industry, but our concept made damn sure the writer would be appreciated here.

Samuel Burrows

Rationale

The conversation between Hunter and Farmer fades, revealing the new Hunter Farmer brand statement on the homepage. The detail of the illustrations is decisive, surgeon-like: 2H Staedtler Mars Lumograph pencils, 005 Archival Ink Microns, 100 lb Bristol Vellum Surfaced paper, the faithful Moleskine sketchbook in black. These materials helped us burn London to the ground, and from the horror stands a 19th century hunter with a rifle leading a pack of unicorns. This is a whole new level. Master artwork revolves around the mantra “Even the absurd. Even the absurd. Most importantly the absurd.”

This madness is the landscape from which new ideas are formed, and it came to us in the shape of an army of unicorns. And why not? Renderings reminiscent of the industrial age and inspired by Gustave Doré’s ‘London’ were joined by writing inspired by Hemingway’s ‘A Moveable Feast’. Its opening “Then there was the bad weather” mirrors the opening line of Hunter Farmer’s about page “Then there was the recession.” The killer smoke transitions from one chapter to another found their own fame, featured in Web Designer Magazine and praised worldwide.

Scroll through the pages at your pleasure as one strolls through fine-art museum corridors, speaking in hushed tones and quiet appreciation.

Two worlds collide: the hunter meets the farmer, the recruitment industry meets our fine-art vision.
Never has such a bold opening to a brand story been written before. We burned down England’s capital.
But from the ashes and turmoil there is hope. We begin to recreate the world in Hunter Farmer’s vision.
The point at which the Hunter meets the Farmer - the landscape on which the future is built.
This scene above any other one details what it is Hunter Farmer do in their industry, seeking out talent.
Inspired by a Philip Levine poem, this celebratory scene encapsulates the difference Hunter Farmer makes to the lives of talented individuals.

Dealing with wild elements such as these illustrations makes our responsive site all the more impressive.

Colour-scheme took a turn late on; our exact chosen colour-scheme was coincidentally the same as the freshly-launched English Premier League rebrand. Back to the palette! Inspired by a 19th century painting of London, we lifted shades, retaining the drained saturation and weathered effect. Where before our (Premier League) colours were sharp, setting up a deliberate contrast with the Hunter and Farmer regal theme, the new colour scheme was classy and completely unique.

Further late changes involved redesigning the contact pane to focus on clarity and conversation and ensure Hunter Farmer make a fortune, before adding two new chapters to the narrative. This change reclaimed a balance issue we had with the narrative and allowed us to stretch our legs by writing more about their brand. The website has humour, grace and intelligence. Hunter Farmer will therefore attract clients of a similar nature. Those discouraged by our work with Hunter Farmer are those they don’t want to work with in the first place, and it’s no coincidence that Hunter Farmer signed their biggest ever client within a week of launching.

The wild man in action, the mad process of fine-tip stippling captured on camera.

Black magic begins, trading Ludwig van for Robert Johnson, Joy Division and The Brian Jonestown Massacre: the finest stippling vibrations out there…way fucking out there.

Ray Mendez

Takeaway

Our control over their brand was limitless, completely revamping the recruitment agency from top to bottom. Our logo for Hunter Farmer represents modern and minimal design with a vintage and stamped authority; framed within the thin outlines of a circle, creating the impression of a coin or stamp, the serif-style hinted at vintage letters in a forgotten book. In many respects, this bridge between traditional and modern is the project’s major success, made possible by our ability in minimalist design. This was a project on fire from start to finish.

The result is an art gallery and novel, an award-winning website that smacks an industry in the face, another Bonne Marque success led by impeccable design and code. The creative process was ignited early on, and we ended up burning down London with our power, the flames fuelling us all the way to the celebratory final scene of The Feast: an appropriate destination at which we close this case study. This was a home run, a full-out rebrand during which we never even considered not going all in. We knew what we needed to do and we did it. A story for the ages.