Cell Staff

Role: Designer

Client: Cell Staff

Agency: PARQA

A Dynamic Refresh to Balance Startup Spirit with Professional Growth

Cell Staff provides nationwide employment opportunities for licensed healthcare professionals specializing in Correctional Healthcare and have divisions in Nurse Travel, Allied Travel, and Behavioral Health / Government Contracting.

Challange

We aimed to revitalize the brand and website to sustain a lively work culture and startup vibe while evolving to support growth and professionalism. Collaborating closely with PARQA’s Creative Director and Copywriter, we developed a comprehensive brand guide and designed minimum viable product (MVP) pages based on approved wireframes.

The key objectives included:

- Developing refreshed brand elements: logo, typography, color palette, imagery, and custom iconography
- Brand guide with WCAG AA accessibility standards
- Designing and implementing 13 minimum viable product (MVP) pages
- Ensuring the new design aligned with the approved wireframes

Three branding concepts of fonts, colors, and iconography styles.

Current brand assets and website was analyzed to identify areas needing enhancement. It was benchmarked against competitors and industry standards to inform the refresh strategy. Three styles were pitched with completely different schemes.

Brand guide pages.

Created a detailed brand guide outlining the new visual identity, including color palettes, typography, custom iconography, and imagery style. The emphasized elements balanced Cell Staffs’s fun, innovative culture with a professional demeanor suitable for its growth stage.

Worked iteratively with PARQA’s Creative Director to refine designs and incorporate feedback and collaborated with the Copywriter to ensure content was engaging, on-brand, and supported by the new design.

Results:

- Enhanced Brand Perception: The refreshed brand and website successfully balanced the startup’s lively culture with a more mature, professional image, receiving positive feedback from internal teams and external stakeholders.
- Improved User Experience: The new design improved navigation, user engagement, and overall website functionality, leading to higher user satisfaction.
- Consistent Brand Voice: Close collaboration with the Creative Director and Copywriter ensured that the brand voice remained consistent across all MVP pages, strengthening Cell Staff”s market positioning.

Cell Staff’s brand and website refresh project achieved its objectives by carefully balancing the company’s unique, fun culture with the need for a more mature and professional presentation. The collaborative approach and meticulous attention to detail resulted in a refreshed brand identity and a user-friendly website that supports Cell Staff’s growth and enhances its market presence.