PeopleScout "Connect More" Brand Launch

The Brief

To create refreshed messaging and a visual brand identity for PeopleScout that stood out from competition but also felt cohesive with other TrueBlue company brands. Launched April 2024.

Context

It had been six years since PeopleScout had refreshed its brand, and several competitors had recently refreshed their branding and messaging. PeopleScout needed to be rejuvenated to stay competitive, but had no budget to spend on the project.

My Role

Played a pivotal role in conceptualizing and defining new branding, visual storytelling and design in a team of three. Design website updates to freshen the home page. Completed competitive visual brand research. Developed a storyboard and worked with a motion graphics artist to create a brand launch video, mixing stock footage and animation. Created visual assets including sales slide decks, pdf content, social media images, digital ads, and more. Evangelized the new brand and trained sales and client delivery teams across North America, EMEA and APAC on how to apply it in their roles.

The Design

I was part of the team who interviewed dozens of internal stakeholders, customers, and industry analysts and influencers as part of our discovery phase. Leveraging these insights and extensive competitive research, the team developed five brand taglines, ultimately settling on Connect More. To illustrate this, I developed the connecting line, an organic, twisting shaping that embodied the new brand messaging of flexibility and human connection. A new website design and full suite of assets followed in which I weaved the connecting line around portraits of diverse models–people who represent PeopleScout’s clients, employees and people they connect to work.