We get you, you get it
Customer: Grafton Recruitment | Gi group Holding
Industry: Recruitment and Human Resources
Project: Brand positioning, identity and copy-strategy
--
The job market is increasingly crowded with specialized roles,and navigating it isn’t always easy.
That’s why it’s essential to have an expert at your side — someone who understands your strengths, your needs,and even your goals before you do.
Our ambition was to reposition Grafton as a leading recruitment agency,starting from a new brand payoff and a copy strategycapable of speaking clearly to both clients and candidates.
The goal: to build a flexible global identity that could adapt to different markets while reinforcing brand coherence.
At the core of Grafton’s approach is the ability to find the right solution for everyone — even for those unsure of their direction.
This led to a brand claim built around the double meaning of “get”: to understand and to achieve.
Because by truly understanding people’s potential, Grafton helps them reach their goals.
We then evolved the visual identity to reflect the new positioning. In a blurred and uncertain job market, Grafton brings clarity and focus. That’s why in every asset, key messages emergeagainst a transparent background — a symbol of that surrounding uncertainty.
The photographic style was also refreshed: natural lights, warm tones, and real people
in indoor and outdoor settings — to express modernity, authenticity, and the balance between life and work.