Industry
Recruitment
Client
Frontier Arc
Frontier Arc is a specialist recruitment firm focused on applied AI, robotics, and industrial automation. The company was being launched by Matthew Mercer, a recruiter with deep domain expertise, who wanted the brand to match the precision and credibility of the roles he fills. I worked as a strategic partner, advisor, and creative lead to define the positioning, shape the narrative, and build a brand and website that could earn trust with technical founders and engineering leaders.
Matthew’s experience and results were strong, but his previous brand did not reflect how he actually worked. It felt generic, corporate, and disconnected from his personality and method. For deep-tech founders and CTOs, this created friction. The brand did not signal precision, structure, or alignment with engineering culture.
“They trust their own networks until it stops working, then they outsource to someone who doesn’t speak their language. Neither gives them precision.”
— Matthew Mercer
This gap created risk. Without the right trust signals, Frontier Arc would be seen as just another recruiter, not a partner built for complex technical hiring.
I applied the 5C Framework to move the brand from generic to engineered.
Clarity
Defined the real problem Frontier Arc solves: helping deep-tech teams move from chaotic, reactive hiring to a precise, research-driven process that matches how engineers work.
Captivation
Built a clear problem-to-solution story that mirrored engineering thinking, replacing vague promises with a structured hiring narrative buyers could follow.
Contrast
Positioned Frontier Arc against two failing options: exhausted internal networks and high-volume agencies that trade precision for reach.
“They build products like scientists and hire like gamblers.”
— Workshop insight
Create
Designed a visual identity, logo, and website that felt technical, confident, and modern, without relying on typical recruitment tropes.
Cohesion
Aligned positioning, messaging, visuals, and tone so the brand carried consistently across the website, outreach, and future sales conversations.
Frontier Arc launched with a clear position in the market and a brand that matched the founder’s method and credibility. The company now presents itself as a precision partner for deep-tech hiring, not a generic agency.
“This isn’t recruitment with better polish. It’s recruitment designed for engineers.”
— Matthew Mercer
The result was stronger confidence, clearer conversations with technical buyers, and a foundation built for long-term growth.
