Ctalents - See the power of limitation

Beneath the growth question sits a deeper tension. People with an auditory or visual impairment are still too often approached through what they cannot do, while CTalents sees daily what is possible. The existing brand story does not make that reality tangible enough and stays too implicit in emotion and conviction.

During the brand audit and positioning phase, the core insight emerges. When hearing or seeing is less straightforward, people often develop other abilities to an above average level. Those abilities are highly valuable to organizations. The real challenge is therefore not explaining or persuading but making it visible that a limitation can also be a strength.

From that insight, we make a clear strategic choice. CTalents no longer positions itself primarily as an inclusive intermediary, but as the staffing agency for sensory talent. The guiding thought See the power of limitation becomes the organising idea for all future decisions. This marks a deliberate shift away from care and target group language toward an equal, performance driven brand position.

We translate the positioning into a coherent brand foundation. We develop a brand key and manifesto that sharply define promise, audience, benefits and reasons to believe. We position the brand personality as bold, direct and inclusive, aligned with a hero archetype. This becomes the basis for all design and communication choices.

Next, we develop a new visual identity that supports this stance. Typography, color and imagery are chosen to show strength, contrast and focus, without falling into clichés around disability. Imagery features real people in situations where their talent becomes visible. Clear guidelines ensure the style works across all touchpoints.

In parallel, we redesign and build the website from a digital first perspective. The structure is simplified so both candidates and employers quickly understand what CTalents offers and how to engage. UX and content follow real questions and decision moments, with depth where needed. Within roughly four months we move toward a go live where brand and business come together.

Embedding sits in the way brand and operations now align. Guidelines, tooling and the digital environment enable consistent development. Teams have a clear framework to live the brand daily in communication and behavior. This structurally supports CTalents’ ambition to deliver sustainable placements and make inclusion tangible and performance driven.

In collaboration with:
• Remy Lammers, Clutch
• Sandra Balij, CTalents