Balancing talent and technology worldwide

Bringing teams together

Through organic growth and strategic acquisition of multiple companies, Will has grown into a major player in HR and workforce management with a clear focus in APAC and a global reach. However, the successful growth of the group had led to a lack of clarity in the brand and its relationship with each sub company.

Clarifying ambition

Working closely with the Will leadership we developed a new name for the group, and a purposeful strategic proposition - For Progress - built around a higher ambition for the services they provide.

A film to launch the brand to clients and staff

With ‘For Progress’ as a strategic foundation, we created a flexible new brand. Inspired by cairns, beautiful markers balanced with care and skill to guide the way forward.

The brand gives Will the tools to speak to their approach - assembling the right team, products and services to help them navigate the way forward.

A new digital experience, bringing together all nine sub-cos
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The tools for change

In a sector filled with sameness, we’ve equipped Will with a strategy and brand designed to unite the group with purpose. Clarified with a confident new name, a distinct visual identity and a unified digital presence.

UI icons
"With the new brand, you gave us a voice and the tools to stand out and make ourselves heard in a distinct and compelling way."Matthew Chapman, Executive Director

More work

Let’s talk

We’re always open for a chat, so get in touch to find out how we can help

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