Who

Well Rooted Search

Where

Operating across the Americas

Business Size

Founder-led recruitment business

Industry:

Agribusiness / Crop Inputs / Commodities

Background

Well Rooted Search is a specialist executive search firm focused on the agribusiness sector, supporting leadership hires across crop inputs, commodities and the wider agricultural supply chain.

Founded by Charles Higgins, the business was built on a genuine passion for agriculture, shaped by his background growing up around farming and his experience within agribusiness recruitment.

Launching as a new, independent brand, Charles needed a clear identity that reflected both his industry credibility and relationship-led approach, while positioning the business as a long-term, trusted partner within a highly specialist market.

The Challenge

As a new brand entering the agribusiness recruitment space, Well Rooted Search needed to establish credibility quickly within a niche, relationship-driven industry.

The key challenges were to create a brand that:

• Reflected the agricultural roots and industry authenticity of the business
• Positioned the company as a serious, long-term executive search partner, not a typical recruitment agency
• Avoided generic recruitment branding and corporate clichés
• Balanced professionalism with a grounded, human approach
• Translated effectively across website, LinkedIn and outreach materials
• Created a strong first impression ahead of launch

The brand also needed to feel enduring and credible, with a tone that would still resonate in 5–10 years.

Our Solution

We began with a detailed brand discovery process to understand Charles’ background, values, target market and long-term vision for Well Rooted Search.

From this, we developed a clear brand direction centred around agriculture, relationships and long-term thinking, before exploring multiple creative routes.

Our solution included:

• Designing multiple logo concepts, refining towards a clean, agriculture-led identity incorporating wheat and root-based symbolism
• Developing a colour palette inspired by the agricultural lifecycle - deep greens, harvest golds and earthy tones
• Selecting typography that felt clear, structured and non-corporate, avoiding overly stylised or “recruitment-heavy” fonts
• Creating a full brand guidelines document to ensure consistency across all touchpoints
• Designing LinkedIn banners, social media assets and email signatures to support launch
• Producing website mockups (Homepage, About, Contact and sector page) to demonstrate how the brand translates digitally
• Applying real-world scenarios across social posts and website layouts to bring the brand to life

Throughout the process, we worked closely with Charles, iterating based on feedback to ensure the final output felt authentic to both him and the market he operates in.

Deliverables

• Logo suite and brand mark
• Brand colour palette and typography
• Full brand guidelines document
• LinkedIn banners and social media assets
• Email signature designs
• Website mockups (Homepage, About, Contact, Content page)

The Result

Well Rooted Search launched with a clear, confident and highly differentiated brand within the agribusiness space.

The final brand feels:

• Credible and industry-native
• Grounded and relationship-led
• Structured and professional without feeling corporate
• Built for long-term positioning rather than short-term marketing

This has enabled Charles to:

• Launch with a strong and consistent presence across LinkedIn and outreach
• Clearly communicate his niche and value proposition
• Build trust quickly within a relationship-driven market
• Establish a brand that reflects both his background and long-term vision

The brand now provides a solid foundation for:



• Website development
• Ongoing marketing and content
• Client and candidate engagement