We’ve recently been working with Australia’s leading specialist Gen Y recruitment brand. We provided GXY Search absolute clarity around their market proposition and layers of brand definition to allow them to align and focus their brand and business activities. As it often does, this new-found clarity of the brand led to a brief to update the GXY brand identity.
From sport to fashion, lifestyle to advertising GXY’s clients all boast ‘excitement jobs’ – the type of jobs many Gen Yers dream about. One of the defining attributes of Gen Y is they see themselves as distinct individuals who belong to a range of overlapping tribes. GXY genuinely has a right to lead those tribes as it is authentically Gen Y itself, from the way it thinks to how it behaves and where it parties, GXY is Gen Y through and through. The brand identity we designed for GXY was a reflection of their own status within the Gen Y tribes they belong to. The brand identity concept was developed through our creative brand design process. The brand identity developed was applied to business stationery, interior design and website.
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