Speaking the same new language

Before going public, Advantage recruited Riley Weiss to execute a global brand consolidation—merging 26 brands from Japan, North America, Europe and Australia into one. Through naming and brand development, our task was to present a unified front, consistent across their diverse structure, to create one global brand and culture for this sprawling company.

Using market research gained from extensive interviews with human resource professionals and talent, we narrowed in on the essence of the ideal brand and identified areas of opportunity in the staffing industry. We communicated these findings to Advantage and steered them toward the industry’s open space. Our design team created logos and brand collateral to communicate Advantage’s message throughout the company’s look and feel.

While developing Advantage’s corporate language and positioning, we recognized the critical need for an internal launch. We created content targeted to employees that communicated a concrete, focused idea of who Advantage is and why the company matters. Through email blasts, business communications and monthly-rotating signage we told them why, even in a time of change, it was a good thing to be a part of the Advantage team.

As Advantage launched, Riley Weiss delivered collateral reinforcing their focused brand position. We prepared pieces for publication in several languages and developed domestic and international styles guides—presenting a unified brand to a global audience.