GS2
Client
GS2
Location
London, UK
Year
2023
Credits
Images courtesy of Unsplash
Info
GS2 is a specialist recruitment startup focused exclusively on senior and leadership roles across the sustainability landscape, including clean energy, sustainable finance, future mobility, and climate technology. Operating globally, the firm was founded with a clear mission: 'to connect the people committed to leaving the world better than they found it'.
Entering an already saturated recruitment market, GS2 faced the dual challenge of launching as a new entrant while also defining a niche within a rapidly growing but crowded sustainability sector. The goal was not simply to participate in this space, but to lead it. The brand needed to communicate credibility, progress, and environmental responsibility, while avoiding the visual clichés commonly associated with both recruitment and sustainability.
The identity was built around a distinctive core mark that merged the letter ‘G’ with a fluid arrow, symbolising movement, progress, and positive direction. This became the foundation for a wider brand system that balanced clarity and confidence with a contemporary, purposeful tone. The visual language was designed to resonate with a high-level, global audience while remaining grounded in the values of sustainability and long-term impact.
I worked as joint creative lead on the project, collaborating closely with the Creative Director across all stages of development. The scope included a full brand identity, stationery, brand guidelines, OOH and social advertising concepts, and a website design, ensuring consistency across both physical and digital touchpoints.
Since launch, GS2 has become fully B Corp certified and has placed hundreds of senior professionals across the global sustainability sector. Their client base includes major international organisations such as BP and Volkswagen, reinforcing their position as a trusted partner within this specialist field.
