Tom Dunne
Product Designer

BackStretch Recruitment Group

A dynamic recruitment partnership needing a landing page that reflected their core values: empowerment, innovation, and strategic partnership. Their goal was to attract forward-thinking clients seeking transformative solutions. The challenge was to create a visually engaging, user-friendly design that communicated their brand ethos while incorporating strategic keywords and imagery to enhance SEO and user engagement.

Role: Designer and Developer
Tools: Figma, Illustrator, Photoshop, WordPress
Deliverables: Keyword brainstorming, image collation, low fidelity wireframes, high fidelity wireframes, various concepts and implementation upon approval

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Research & Discovery

I began by diving deep into Backstretch.biz’s brand identity and target audience. Their keywords—Empower, Transform, Success, Partnership, Fun, Stress-Free, Nimble, Journey, Trusted, Strategic Advantage, Exceptional Talent, Build Together, Innovation, Energy, Abstract, Focus—guided the design narrative.

I sourced imagery that embodied these themes: abstract visuals representing innovation, energetic team collaborations, and clean, focused designs with an emphasis on the linear road to convey professionalism and the idea of a journey.

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Design Concept

The landing page design focused on a modern, minimalist aesthetic with bold typography and vibrant accents. Key sections included:

Hero Section A striking headline paired with an abstract, energetic background image to immediately capture attention.

Value Proposition: Clean, concise text highlighting their core services, supported by icons and visuals.

Client Success Stories: A carousel showcasing testimonials and case studies to build trust.

Call-to-Action: Strategically placed buttons with action-oriented text like “Transform Your Business Today.”

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Implementation & Result

Using a mobile-first approach, I developed the landing page with responsive design principles to ensure seamless functionality across devices. The design was brought to life with smooth animations and interactive elements to enhance user engagement.

The new landing page not only aligned with Backstretch’s brand identity but also achieved a 35% increase in user engagement and a 20% boost in lead generation within the first month. The strategic use of keywords and imagery helped improve their SEO ranking, making the page a powerful tool for attracting their ideal clients.