International roll-out of the rebranding for Randstad

  • The employment agency Randstad has built its strategy around Tech and Touch. Technology is the game changer in matching supply and demand in the global labour market, but the personal touch remains crucial. Randstad’s rebranding clearly conveys the brand’s message. Rolled out in 34 countries.

    More than 200 icons form the heart of the style. Some figurative and abstract, others more specific and narrative. The icons are very recognizable, especially in chosen colour scheme, with a very high digital impact. They clearly bear the distinctive Randstad signature.
    Templates for the many posters, flyers and brochures that Randstad uses were created and inserted in the brand tool. In just the first month after the launch, 40,000 items were downloaded from the brand tool.
    Print is still an important vehicle for communication, of course. Glossy publications you can hold and leaf through. Enjoy! There is also enjoyment to be found online with the dozens of recognizable animated features we produced on the theme of Human Forward for use in social media.
      The annual report, an interactive PDF from which a print file can be easily generated, is a good example of one of our hybrid applications.

      The style is also ideal for storytelling. Stories to bring a smile to the lips, create sympathy or explain something.

      With thousands of items, this project for Randstad is a good example of how to develop and implement rebranding for a major company.

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      What our clients say

      Smidswater delivered a tremendous performance! They quickly produced hundreds of designs that we have used for the international roll-out of our rebranding. They also helped train dozens of Randstad employees in Europe and the US. We are keen to continue this successful collaboration with extremely professional and congenial partners!

      Joost Schriever

      Global director marketing Randstad