The challenge
A human-centred recruitment consultancy for tech and transformation teams, Intrinsic Talent was founded by Josh Abbott and Lily Francis in June 2025. Six months in, the business was growing through referrals, but lacked clear positioning, messaging, and a scalable marketing foundation.
In a sector still dominated by transactional, volume-driven recruitment, the challenge was to clearly articulate what made Intrinsic different, and to ensure that difference resonated with tech leaders used to more traditional hiring models.
The approach
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Positioning & messaging: Following a full contextual analysis, we defined Intrinsic’s core differentiator: a human-centred approach to hiring, that was proven through a structured, repeatable process - not just philosophy. This led to a complete messaging framework, including positioning, differentiators, service narratives, and tone of voice - balancing warmth with professional credibility.
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Marketing strategy & roadmap: A phased 90-day plan prioritised high-impact, realistic activity for a two-person team. This included a founder-led content strategy and “Next Chapter” storytelling formats designed to bring their approach to life on LinkedIn.
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Implementation tools: To support execution, I developed a revised website structure with a clear user journey and consistent messaging, alongside a detailed visual identity brief - enabling Josh and Lily to brief designers confidently and maintain brand consistency.
The results
Intrinsic left with a clear strategic foundation and practical tools to build their brand with confidence - a messaging framework to compellingly articulate their difference, and a 90-day roadmap to provide a focused, achievable path to implementation.
Josh Abbott, Founder, Intrinsic Talent:
"We were fortunate to meet Becky early in our journey at Intrinsic. From the start, we knew we wanted to operate differently in our industry, and we had the actions to prove it. What we were missing was the thread that tied it all together. Becky found it. She took the time to genuinely understand why we started the business, who we were talking to, and what we were trying to say. Then she challenged us, sharpened our thinking, and helped us build a brand strategy and visual identity that finally felt like us.
That work has been fundamental as we've grown. We now feel confident that we're presenting Intrinsic authentically and clearly, in how we work, how we speak, and how we show up digitally. If you're looking for someone with real talent in marketing and brand strategy, and the empathy and professionalism to go with it, speak to Becky."
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