Growth engine.
Overview
What we did
Having revolutionised global hiring, G-P set its sights on global growth. A bold strategy that called for a bold approach to their brand, positioning and storytelling.
View WebsiteIt just works.
In 2012, a small startup called Globalization Partners changed hiring practices overnight by inventing the concept of Employer of Record, letting businesses recruit and manage employees globally without having to set up shop in every market. Ten years later, the company, now valued at $4.2B and enabling hiring in over 180 countries, changed its name to G-P, signalling the first step in a radical expansion of its services.
Rethink tank.
G-P’s strategy was twofold: To cement its leadership in global hiring, the category it had pioneered, while adding a new, modular product suite to support expansion, compliance, team management, local insights, and more. Armed with a rebrand done in collaboration with Moving Brands, G-P asked us to help bring their evolved value proposition to life, rethinking the architecture, messaging and design of their website, and making their brand truly connected.
Braving the elements.
Preparing G-P’s new brand to face the challenges of the real world meant countless tweaks and turns, from details like changing the angle of rounded corners and rethinking the colour palette, to devising a visual framework for three distinct modes of brand messaging. Much of the thinking behind all this came from our work on the new website, but G-P has also applied it widely, for example in internal communications, presentations, advertising and more.
Spin the wheel. To tame G-P’s huge colour palette and make it better support different types of content, we created a framework dividing their messaging into three distinct categories, excite, engage and explain, each with its own balance of colours.
Say cheese. Armed with the new colour framework, we built a flexible system of backgrounds and animations for photography, with a distinctive style for every messaging mode: boldly colourful to excite, realistic lifestyle to explain, and enhanced with background gradients to engage.
You are here. Geolocation markers conveying G-P’s global reach were a prominent element of the original brand. To make the markers more versatile as a storytelling device, we redesigned them to be smaller and more refined, as well as creating a motion style that’s easy on the eyes.
The dev is in the details.
G-P’s repositioning called for a radical rethink of the information architecture, messaging and visual design of its sprawling, multilingual website. We worked with the marketing team to shift the narrative towards a more SaaS-driven product experience, with a wider range and a more modular approach to services. On the tech side, Together’s developers gave G-P’s global marketing teams a sturdy, fast-loading site, easy to manage on a daily basis without a lot of technical know-how.
Think global. “Globalpedia” is the world’s largest repository of information about labour laws and global hiring practices in the 180 local markets where G-P enables businesses to operate. An animated globe showing all these locations serves as an entry point into Globalpedia. Our devs restructured all the underlying data, connecting entries for each country in the dataset used to generate the globe.
Good migrations. Building the new website involved porting more than 2,400 content elements from the old one. Our devs restructured the source data, scraping off carbuncles that had gathered on the hull of G-P’s old CMS over the years, making it difficult to navigate. The result is a more unified and consistent experience that’s easier for G-P’s marketing teams to manage
Look it up. With the amount of country-specific material on G-P’s site, search is terribly important. Using a lot of little tricks, our devs were able to speed it up considerably.
With thanks to
Team G-P
