LONDON (13 February 2017) — Global brand strategy and design firm Landor has partnered with the Adecco Group, the world’s leading workforce solutions provider, to create a distinctive new corporate brand identity for the company and cement its position as a leader in the changing HR space.
With automation and artificial intelligence driving huge disruption across the globe, the way people work and the way they find jobs is changing quickly. Estimates state that by 2025, six out of ten young adults entering the workforce will be employed in professions that do not currently exist. New skills and attitudes are imperative.
Against this background, the Adecco Group needed a brand strategy that would help underline its leading role as the expert in the global workforce solutions industry. Traditionally viewed as the holding company for its varied portfolio of HR brands, which include Adecco, Modis, Badenoch & Clark, Spring, Lee Hecht Harrison, and Pontoon, the Adecco Group needed a brand strategy and identity that would differentiate it from the global brands it encompasses, helping build new meaning into the company and realize its true value.
The Adecco Group is a world leader in delivering holistic, end-to-end HR solutions for governments, global organizations, and corporations. The new brand identity gives the Adecco Group a distinct image and positioning that will help it better connect with its target audiences at a business and institutional level.
The Group’s new brand complements the Adecco staffing brand, which has been rejuvenated through brand strategy, verbal identity, and a bold new look to better connect with workers and employers.
Peter Knapp, chief creative officer at Landor, explained: “The core of our project was to allow the Adecco Group’s real purpose to stand out through distinct and contemporary identity and communications. We identified that the Adecco Group needed to create two separate conversations, so that it could thrive at all levels, from the high street to the institutional environment.
“At the Group level, the new branding promotes a sense of stature and authority that helps increase the organization’s prominence as the leading global labor market and workforce solutions industry expert. In today’s world, the most important thing is to understand your customer and create the most accurate and relevant conversations and impressions you possibly can.”
Stephan Howeg, the Adecco Group’s chief marketing and communications officer commented: “The brand work undertaken with Landor has created a clear brand platform to enable us to further strengthen our market position and focus investments to grow the core brands globally. The change reflects a systematic approach to brand portfolio management, providing greater consistency in our customers’ daily encounters with the Group, its brands, and its services.”
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