Art Direction - Marketing for Putnam Recruiting

Overview

Putnam Recruiting, led by Wes Putnam, specializes in helping companies identify and secure top talent through a relationship-driven approach. To expand business development efforts, Wes needed a set of client-facing flyers that clearly articulated the firm’s methodology, values, and differentiators. These flyers were designed to function as BD tools, giving prospective clients a quick but compelling understanding of Putnam Recruiting’s process.

Challenge

Recruiting is a highly competitive field, and many firms sound the same on paper. The challenge was to design materials that:

• Clearly communicate how Putnam Recruiting is different.

• Visually reflect professionalism and trustworthiness.

• Present information in a way that is quick to digest while leaving a strong impression.

• Serve both as standalone leave-behinds and as conversation-supporting tools for business development meetings.

Design Approach

1. Discovery & Collaboration

I worked directly with Wes to understand his unique recruiting philosophy and the specific client concerns he wanted to address. We identified the core value props — such as relationship focus, personalized attention, and proven results — and mapped these into messaging pillars for the flyers.

2. Content Structuring

To avoid overwhelming potential clients, I created a hierarchical content layout:

• Headline/Hook → captures attention.

• Process & Approach → step-by-step explanation of how Putnam Recruiting works.

• Key Differentiators → why this approach leads to better hires.

• Call to Action → clear next step for potential clients.

3. Visual Design

The visual direction emphasized:

• Clean, professional typography for trust and clarity.

• Structured layouts with white space to improve readability.

• Strategic use of color and icons to highlight key steps in the recruiting process.

4. Iteration & Refinement

Through collaborative feedback sessions with Wes, we refined both copy and design until the flyers felt aligned with his voice and the professionalism of his brand.

Outcome

The final flyers became versatile business development tools:

Wes now uses them in client pitches to clearly explain his process.

They serve as effective leave-behinds, reinforcing conversations and helping potential clients recall the value of Putnam Recruiting.

The design struck a balance between polished professionalism and approachable clarity, reflecting the personalized service Wes provides.

Key Takeaway

This project demonstrates how thoughtful design can transform a recruiting firm’s story into a tangible, client-friendly narrative. By pairing clear messaging with clean visuals, the flyers not only support Putnam Recruiting’s BD efforts but also strengthen the brand’s position as a trusted partner in talent acquisition.