GS2
Client
GS2
Location
London, UK
Year
2023
Credits
Images courtesy of Unsplash
Info
A specialist recruitment firm focused exclusively on senior and leadership roles across the global sustainability sector, from clean energy and climate technology to sustainable finance and future mobility.
GS2 entered a crowded market with a sharp point of difference: a recruitment firm built entirely around sustainability, with a mission to connect the people committed to leaving the world better than they found it. The challenge was translating that purpose into a brand that felt credible and progressive, without falling into the visual clichés that plague both the recruitment and sustainability sectors. Green leaves and corporate handshakes weren't going to cut it.
The solution was built around a single strong mark: the letter G merged with a fluid arrow, symbolising movement, progress and positive direction. Simple, distinctive and ownable. From that foundation, a wider brand system was developed that balanced clarity and confidence with a contemporary, purposeful tone, designed to resonate with a senior, globally-minded audience.
I worked as joint creative lead alongside the Creative Director, contributing across the full scope: brand identity, stationery, brand guidelines, OOH and social advertising concepts and website design.
Since launch, GS2 has become fully B Corp certified and placed hundreds of senior professionals across the global sustainability sector, with clients including BP and Volkswagen.
