The brand alchemy method revealed unique qualities in Nigel James' brand personality uncommon in their industry that helped create the foundation for their brand identity - integrity, transparency and a level of support for candidates. These qualities inspired the tone of voice while a cool and calm colour palette was used to provide a sense of structure and professionalism for this London and Sussex based firm. Nigel James Associates The brand alchemy method revealed unique qualities in Nigel James' brand personality uncommon in their industry that helped create the foundation for their brand identity - integrity, transparency and a level of support for candidates. These qualities inspired the tone of voice while a cool and calm colour palette was used to provide a sense of structure and professionalism for this London and Sussex based firm.