Addison Group – Scaling a Multi-Vertical Brand

Challenge

Addison Group operates across seven distinct practice areas: Finance and accounting, IT, Healthcare, HR, Administrative, Digital Marketing, and Engineering. Each area has its own audience and tone, but lacks a unified brand strategy. The challenge was to scale a flexible brand system that honors each practice area’s uniqueness while reinforcing Addison’s collective strength in the staffing space.

Role & Strategy

As Senior Creative Manager, I was responsible for executing the overarching brand strategy and leading the creative vision across all verticals. Working cross-functionally with VSA Partners (strategy and creative agency) marketing, sales, and executive leadership, we uncovered shared positioning themes and built a modular framework to scale storytelling, collateral, and visual design consistently.

My goal was twofold:

  1. Empower each vertical with industry-relevant, sales-ready assets.

  2. Reinforce a cohesive brand experience internally and externally.

Tools & Collaboration

Adobe Creative Cloud · PowerPoint · Microsoft 365 · SharePoint · Cross-functional teams (Sales, Marketing, Executive)

Execution

To bring this vision to life, I executed a creative brand refresh across the following deliverables:

Visual Identity System

  • Developed flexible layouts for vertical-specific one-pagers and campaigns

  • Introduced iconography and color tints to differentiate while maintaining brand cohesion

Sales & Marketing Collateral

  • Built 50+ pieces of collateral, including pitch decks, sell sheets, infographics, and social media graphics

  • Designed a customizable PowerPoint library for recruiters and BD teams

Narrative & Messaging

  • Collaborated with VSA Partners and practice leaders to distill each vertical’s unique value, crafting messaging that emphasized Addison Group’s consultative, relationship-driven model over transactional staffing.

Cross-Team Enablement

  • Led creative briefings and onboarding for internal stakeholders

  • Created a SharePoint hub of editable templates and vertical-specific messaging

Results & Impact

  • Increased internal adoption and brand alignment across seven verticals

  • Reduced turnaround time for marketing requests with modular templates

  • Supported new business growth by empowering recruiters with polished, persuasive materials

  • Positioned Addison as a consultative partner, not just a staffing vendor