SB Collective
BrandCraft and website for a human-led recruitment community that puts people before placements.
Renamed and fully rebranded in 20 days and four video calls
SB Collective connects project managers in advertising and tech with meaningful work, through a community built on real relationships. After more than a decade under two names, founder Sarah Buttaci needed a brand built for where the business is going. We gave her a new name, identity and website in 20 days.
The tension
A business that outgrew both of its names.
For over a decade, Sarah Buttaci built a respected recruitment business for project managers in advertising and tech. She was no longer only a recruiter, and the brand had not been revisited since launch.
Two names, one business
SB Digital Search and SB PM Network each described only one part of what Sarah did.
More than recruitment
A thriving community, events and new support for the delivery profession had outgrown the old brand.
No time for a long process
A busy founder needed it done quickly, without being pulled away from the business.
BrandCore
People who actually know each other.
BrandCore set the strategy before any design, starting from what makes SB Collective different. While recruitment races towards automation, SB Collective doubles down on human relationships. No algorithmic matching. No cold outreach to strangers. The brand promise: “You’re not hiring strangers. You’re not being hired by strangers.”
The name came straight out of the strategy. Sarah’s reputation was the foundation, so SB stayed, moved into capitals to signal a more confident business. Collective captures the community and the connected offers beneath it: Search, Network and Partners.
The identity
Energy and colour, with the heritage pink kept close.
Built with Sarah across our BrandCraft expression workshops, not revealed to her at the end. Her feedback was clear and decisive at every stage.
Universes
Four universes, each a different way into SB Collective’s BrandCore: recruitment built on people who actually know each other. Know the system, know the person. Powered by people, not algorithms. Not any piece, the right piece. Grown, not gathered. Each pushed one side of the promise further, so Sarah could feel which one sounded like the whole business, not just the recruitment desk.
Galaxies
Two galaxies, both answering the question BrandCore set: how do you show a community, not a database? Circles carried groups, people gathered together. Arrows carried momentum, and when they point at each other, people coming together. Each was taken onto a website, a phone, social posts and a street hoarding, so Sarah chose between real directions, not sketches.
Circles
Arrows
Planet
One planet: the arrows direction, refined and properly built out. Three chevrons point to a shared centre: Search, Network and Partners, the three offers the new name brought together, coming together as one community. Hot pink stays as the thread to more than a decade of Sarah’s reputation, inside a wider, more confident palette. It holds from a roller banner to a social post.
The website
One home for Search, Network and Partners.
One connected home for all three offers, with candid photography of real people at real events, because the community is real.
Animation by Chris Dack and Motion Matters
SB Collective is recruitment built on people, not algorithms: no automated matching, no cold outreach to strangers, just people who actually know each other. Putting people before placements is good for people. That is the test.
Who we work with, and whyRenamed and fully rebranded in 20 days and four video calls
20 | Days to rename and fully rebrand 4 | Video calls across the whole project 4 | Universes explored before one planet
Tokyo Calm helped me rename and fully rebrand my business in just 20 days, a process I’d been putting off for years. They made what felt overwhelming completely seamless and stress-free. Their ability to listen, guide, and create clarity meant decisions felt easy and aligned.
What is SB Collective?
A recruitment business and community that connects project managers in advertising and tech with meaningful work, through relationships rather than algorithms.
Why change the name?
The business ran under two names, SB Digital Search and SB PM Network, that each described one part of it. SB Collective brings them together under one brand for the first time.
How long did the rebrand take?
20 days and four video calls, from BrandCore strategy to a renamed and fully rebranded business.
What did the project include?
BrandCraft Foundation and a website: BrandCore strategy, a new name, visual identity and website design.
More work
See all work
If you’ve outgrown the way the market sees you, that’s worth twenty minutes.
A straight conversation about where you are and what you need. If someone else would suit you better, we’ll tell you.