Hydrogen rebrand

Why a people business rejected people pictures

Re-writing the rules of recruitment was at the heart of this re-brand project for the Hydrogen Group. Hydrogen is a global recruitment firm, placing exceptional, hard to find candidates in over 70 countries. Because of their strong long-term relationships with both clients and candidates, they are able to match candidate to client from talent pools that just don’t exist elsewhere. As people they’re direct, driven and to the point, and expected the brand to reflect this.

We rejected all the vague, tired and clichéd language so loved in this sector. For a business based on face-to-face conversations we created a fresh, vibrant and direct storytelling language. Which we then punctuated with a bespoke set of instantly recognisable icons for visual punch. We reviewed and redefined their values and used them to develop their key business messages so the business spoke consistently and clearly everywhere. Finally, we put in place a migration strategy to bring all their subsidiary businesses into one Hydrogen brand.