While Terminal 5's original hero described its services, the client wanted to communicate the value proposition behind it.

 

The goal of the rebrand was to clarify the brand message and landing page copy to drive quality inbound leads through the website. 

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We approached this exercise by anchoring the service's features in core pain-points and needs of a prospect landing on the website, turning them into benefits that inspire decisive action.

We kicked off the project researching into the core pain-points and needs that made Terminal 5's existing clients come to them. ​

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Sources of VoC (voice of customer) data included existing documentation of client discovery calls, testimonials and conversations with the founding team. 

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Visa constraints in hiring global talent, the stress of logistics assistance in their relocation, having to settle for local talent, not being able to hire an otherwise great fit and the stress of paperwork were key focus areas that made businesses seek Terminal 5's services. 

What would not having this pain-point enable customers to do? This prompt allowed us to explore the value in Terminal 5's offering: 

To focus on looking for the most competent candidate for the role, without letting geography or nationality get in the way of hiring them.

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Terminal 5's services helped businesses put competence and building a dream team over geographic limitations.

We rewrote the hero tagline by piecing together: 

• the specific customer needs and pain-points that Terminal 5 addressed

• the end outcome or value it drove for customers

• the brand's voice and attributes that impacted perception

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The final copy: 'Bridging the gap between you and your next hire'

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