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Having recently merged with US giant Express Employment Professionals, Frontline and its large family of specialist recruitment franchisees needed to reframe the brand identity and narrative in line with its new purpose and ambitions.

In partnership with content marketing specialists 3rdspace we built a strategic platform aimed at creating clear and meaningful purpose based around ‘people first’.

Crucial to the success of the rebrand was a great relationship with the leadership team as well as the new owners and key franchisees. The process was super-collaborative and a lot of fun leading to enthusiastic buy-in across the Group.

The strategy was brought to life with a brand identity and visual expression that projects diversity and inclusion. The identity brings together a family of specialist services under one visual system that expresses their unique expertise within a systematic and recognisable framework of brand architecture.

Once the identity was completed and rolled out to all the various digital and printed marketing tools a comprehensive Brand Guidelines document was created to ensure the safe guardianship and consistent rollout could be maintained.