Twenty One Twelve is a specialist recruitment agency in the architecture and interior design space. Based in London, they had been working with Prominence for over two years across social media, email marketing, and branded content such as salary guides.
When they decided to launch a new subscription-based recruitment service, they partnered with us to bring it to life. The model was a clear shift from the industry’s traditional percentage-based fee structure, and they needed help communicating its value and rolling it out effectively.
The Challenge
- Explaining the value of a monthly subscription model to an audience used to percentage-based recruitment fees
- Communicating the long-term benefits, including strategic hiring support and forward planning
- Creating clear, compelling messaging across all channels to build trust and generate interest
- Refreshing the brand in line with existing guidelines—updated, but still recognisable
Our Solution
Strategic Launch Planning and Messaging
We worked closely with the team to define their value proposition and build a launch strategy.
- Developed a clear rollout plan with timelines, phases, and content goals
- Crafted messaging to explain the new model in simple, client-friendly terms
- Highlighted the long-term benefits: predictability, cost control, and alignment with business goals
Content Creation and Campaign Execution
We created and delivered all assets needed for a multi-channel launch.
- Designed and wrote email campaigns for both new and existing clients
- Rolled out teaser and explainer content across LinkedIn
- Updated email signatures and social media banners to promote the launch
- Produced short-form video content, hosted on a new YouTube channel and embedded across platforms
- Created a suite of brochures and sales collateral to support client conversations
Brand Refresh and Tone of Voice
To match the direction of the new offering, we updated the brand identity and refined the tone of voice.
- Designed a new logo that built on the existing brand but felt more premium
- Delivered updated assets and templates for internal and external use
- Developed tone of voice guidelines to ensure consistent messaging across all content
Ongoing Marketing Support
We continued to support the agency with regular marketing activity to build momentum.
- Social media content and scheduling
- Email marketing
- Content production, including salary guides, website updates, and a podcast launch
The Results
Positioning
- Successfully launched a subscription-based recruitment service into a highly specialised market
- Messaging clearly explained the value and tackled client concerns head-on
Engagement
- Strong engagement across email and social media
- Multiple client conversations started within the first two months
- Video content helped humanise the offer and make it easy to understand
Brand
- A refined, modern visual identity that remained true to the original
- Clear, consistent messaging across all touchpoints
