Randstad

Partner for tech talent

Service

Monolithic brand restructure

new sub-brand creation

Industry

Human resource services

Team

Creative Direction: Anthony Ford

Design: Malte Preiss, Paul Bergman, Maarten Van Disseldorp

Client leadership: Robbert Dickmann

My Task

Concept & Design lead

While guiding over 2 million people globally in work-related matters, Randstad’s new monolithic brand architecture aims to address more clearly the individual needs of diverse specialties. Connecting talent with one of four specializations, to become the world’s most equitable and specialized talent company.

With new jobs on the rise, “Randstad Digital,” one of the four specializations, caters to a senior IT and C-suite audience. With the ambition to accelerate and enable digital visions, maximizing the potential of business transformations through talent acquisition.

What we did

Through a unified design format with fixed and flexible design assets, we build a diverse and yet cohesive brand world, in which the individual specializations follow its own unique concepts, that are relevant in its own category.

For Randstad Digital this meant a compact, limited and niche color palette, creating an energetic, dynamic and futuristic vibrancy. Inspired by the light of screens it enhances the technological aspect, representing progress and change.

Combined with the design language of the binary code (ones and zeros), the illustrations convey a sense of speed and progression.