Strategic rebranding of a consulting and recruitment firm in full transformation

Context & Challenges

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Founded in 2017, Sparagus is a recruitment company that has experienced rapid and steady growth, driven by a people-first approach and a strong performance culture.
Over time, its model evolved towards a more ambitious positioning, integrating consulting, managed services, and international expansion.

However, this transformation was no longer reflected in their brand image.

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Before even thinking about the visual identity, it was therefore essential to establish the brand’s foundations: its identity, its strategy, and its vision.

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Our Support

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A complete rebranding, from strategy to execution, structured around 5 key stages:

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1. Brand Strategy & Positioning

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A visual identity is only the expression of a brand strategy. Naturally, we started there: going back to the foundations.

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In close collaboration with their teams, we defined:

• Their mission, vision, and the trajectory they aim to follow.
• Their three distinct offerings (recruitment, consulting, managed services), each clarified and formalized in its strategic role.
• The emergence of the “Sparagus Hubs”: a development model designed as an ecosystem of expertise led by internal partners.
• Their tone of voice, culture, and brand personality.
• Their target audiences, both clients and talent, to guide future communications.
• Their “unique mechanism”: in a sector where few companies can still claim a real USP, Sparagus stands out through a unique process that underpins their entire value proposition.

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At the end of this process, Sparagus was no longer seen as just a company, but as a person with a distinctive personality and unique way of doing things.

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2. Moodboards & Visual Directions

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Time to bring the brand to life — but with a clear compass. Once the strategic foundations were in place, we explored creative directions aligned with Sparagus’s ambitions.

Each moodboard highlighted a different facet of the brand: premium positioning, human-centric approach, business agility, international outlook… The goal wasn’t just to pick a “nice” style, but to test how the new positioning could be expressed visually.

This step proved decisive: it allowed us to visualize, refine, and align the brand’s perception, turning words into images, emotions, and atmospheres.

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It laid the foundations for the visual universe we were about to build, while confirming full alignment with the client.

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3. Logo Concepts & Brand Territory

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We then formalized Sparagus’s visual territory through several logo concepts, each designed as a coherent, standalone system. Every direction came with a complete universe: color palettes, typography, iconography, shapes, textures, photography style, and overall visual atmosphere.

Beyond the logo, the goal was to create a living brand — one that can be recognized instantly through a photo, a color, or a shape.

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The outcome: a bold identity that breaks away from the sector’s rigid codes without ever compromising credibility.

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4. Identity Rollout & Brand Guidelines

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Once the direction was validated, we created all the deliverables needed for a smooth, multi-platform, and autonomous implementation:

• A comprehensive brand book covering usage rules, tone of voice, variations, and practical examples.
• All logo formats, logomarks, and icon sets.
• A cohesive, authentic image library aligned with their personality: showcasing talent through authenticity and captured spontaneity (👋 goodbye to emotionless stock photos), with neutral tones, subtle blurs, and a memorable visual atmosphere.
• Ready-to-use templates for print and digital — from merchandising to email signatures and communication assets — ensuring quick adoption by their teams.

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Everything was built to last: Sparagus now owns a robust brand system that doesn’t rely on an agency for day-to-day execution.

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5. Rebranding Communication Plan

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Launching a new brand — especially in a company undergoing major transformation — is not something to take lightly.

We designed a comprehensive communication plan to orchestrate the rollout of Sparagus’s new branding: objectives, audiences, key messages, formats, and channels. The aim was to turn the rebrand into a strong statement — not just a new logo, but a bold repositioning and a clear vision for the future.

Our work included:

• Preparing all social media assets
• Writing the first announcement posts, published with their team
• Producing a motion design launch video to embody the new positioning in a clear, fast, and impactful way
• Guiding teams in adopting the new brand across every touchpoint: social media, email signatures, sales materials, and more

Between the completion of the rebrand and the public announcement, we also designed their new website — a case study you can discover here.

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Results

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• A brand deeply aligned with their new ambition and business model
• A distinctive, mature, and instantly recognizable visual identity
• A clear strategic foundation to structure their marketing, sales messaging, and website
• A brand ready to support their international growth and future projects
• Above all, a confident repositioning that sets them apart for the long term in a highly competitive market