DiMention Recruitment
DiMention Recruitment is a boutique legal recruitment agency servicing Brisbane and the Gold Coast, with over a decade of experience connecting exceptional legal talent with law firms of all sizes. Founded by the dynamic and deeply respected Diane McLeod, DiMention stands apart for its specialised focus on the legal industry and its unwavering commitment to long-term relationships over transactional placements. With genuine legal insight, a values-led approach and personalised service at its core, the agency has earned a reputation as a strategic partner that transforms people businesses from both a cultural and operational level.
Industry
Recruitment—Law
Brand Type
Re-Brand
BRAND CHALLENGE
While the business had a solid reputation in the market, the existing Brand failed to capture its warmth, authenticity and personalised approach. The visual identity was cold and corporate—understandable given the legal audience, but it didn’t reflect the nurturing and intuitive nature of the business. The messaging was generic, lacking clarity around DiMention’s true value proposition: why clients and candidates choose Di and stay for years. Diane herself—a powerhouse recruiter and the heart of the business—was virtually invisible on the website, creating a barrier to connection. The Brand needed to reflect her unique approach, personal commitment and the human touch that sets DiMention apart in an otherwise transactional industry.
The other Brand Challenge was that the Brand was only speaking to one audience, overlooking the fact that recruitment serves two distinct target markets—Candidates and Clients. Each required a tailored approach, with unique needs, motivations and service offerings. The challenge was to create a Brand that could effectively engage both audiences, clearly communicating the value delivered to each.
Transforming people,
Transforming business,
one legal firm at a time.
BRAND SOLUTION
We reimagined the Brand through the lens of Connection vs Communication, focusing on bringing heart, personality and purpose to the forefront. A Brand Strategy Workshop helped us clarify the Brand’s positioning, define a compelling value proposition and elevate Diane as the face of the business—moving towards a hybrid Personal Brand.
A hand-written logo element was introduced to reflect the personalised service, while a soft yet professional colour palette and circular motifs brought warmth and intuitive and emotional connection to the visual identity.
The refreshed tone of voice and messaging now authentically express the Brand’s commitment to not just finding jobs that pay the bills but finding careers that build rewarding futures. For their Clients—they don’t just find ‘people’, they find human assets that continually contribute to the growth of their practice and their bottom line.
Every touchpoint was intentionally designed to feel human, empowering and driven by purpose.
Brand
deliverables
Through our strategic collaboration, we delivered a full reBrand that included:
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Brand Strategy & Positioning
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Brand Values & Messaging Framework
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Refreshed Visual Identity & Logo
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Comprehensive Brand Guidelines
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Custom Website Design & Development
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Marketing Collateral Suite
(Corporate Profile, Stationery, Client Proposals) -
Brand Essence Tagline: Undeniably Dedicated
In addition, we helped articulate and highlight DiMention’s key service strengths—such as industry market insights, candidate career coaching and tailored recruitment strategy—to strengthen their offering and competitive edge.
