BILL GOSLING OUTSOURCING
A Global Call Centre Outsourcing Company and York Region’s largest employer, Bill Gosling Outsourcing had recently rebranded but wanted to showcase culture and attract a new talent pool. We created a new crisp employer brand and transformed their social media identity, winning the 2017 RGD In-House Design Award in the process.
The corporate brand was comprised of mostly dark hues and wasn't working for the employer brand. To address this, we expanded the colour palette to better showcase the bright and vibrant culture behind BGO walls. We also created a series of cultural mosaics, shared on all visual platforms, to create a fluid and inclusive brand experience. Inclusivity was key to better engage and attract candidates and employees globally.
The newly branded swag was designed to appeal to its employees - largely a younger demographic. We played off the corporate logo, which is based on a bird in flight, to create the fun Bill Brand, which is distinct from yet respectful to the corporate brand. We mirrored this style and aesthetic when creating new logos, shown below, for internal programs and employee-facing communications.
Previously each region maintained their own Facebook page, which made the brand appear disjointed. In order to convey a consistent look and voice, we created social media brand guidelines for each office to use, posted curated content, and launched a number of global campaigns. We saw significant increases in followers, engagement, and reach, as a result of the new vibrant branding and content. The videos below are some examples of how we showcased culture.