Positioning G-P as the No.1 global employment platform
Formerly known as Globalization Partners, G-P helps businesses rapidly expand internationally while ensuring legal compliance locally via their industry-leading employment platform.
After two years of rapid expansion, they approached us to elevate their brand identity to build awareness, communicate their competitive advantages and accelerate their growth as a category-defining brand breaking down barriers to global business in the post-pandemic era.
Working closely with the senior G-P team, we explored how this idea of boundlessness could be tied in with the cornerstone of the business – people. We expanded the colour palette – building on three primary colours expressing sea, sky and land – and developed the image library, defining new ways to convey a global outreach using ownable illustration styles that feel optimistic.
The new logo features these new ‘earth’ colours and uses the 24 hour time zones to represent the globe. As an expression of communication and connection, motion sees the gradient and three interacting circles sequenced according to the movement of an inner circle appearing from east to west – a nod to the path of the sun around the world.
Further building on this re-energised brand personality, we created a custom typeface and sonic branding for G-P’s new animated logo, providing strategic guidance on future sound design.
In the year since the rebrand, customer acquisition increased 2.5 times, and G-P has cemented their position as the global employment platform market leader with approximately $1 billion in annual recurring revenue and 98 percent customer satisfaction ratings.
‘Moving Brands did an incredible job creating a vibrant and optimistic new brand identity which embodies the innovation that G-P is bringing to the market to empower the global workforce, and break down barriers for everyone everywhere.’Nicole Sahin CEO and executive chair, G-P
