Gi Group goes ‘Beyond’ with new strategic positioning, brand identity and global campaign to restore dignity and value to work

4 May 2026

Today we unveil a strategic repositioning that reflects our evolution into a business partner empowering people and organisations to thrive through streamlined, smarter solutions rooted in care. This move is accompanied by a new brand identity and a global campaign across digital and print channels.

With 59% of workers expected to require upskilling and 85% of businesses anticipating transformation driven by AI and technology by 2030, traditional staffing models are coming under increasing pressure. Our response is an evolved operating approach, ‘Smarter Proximity’, which shifts hiring towards a skills-first, human-centred model combining technology and sector expertise, with a focus on compliance, flexibility and care, and underpinned by greater specialisation, centralisation and digitalisation.

Our new brand identity reflects these priorities and is built around inclusiveness, connection, transformation and adaptability. The logo features variable typography, with each letter designed to represent diversity, alongside a hidden circular arrow symbolising continuous support and openness throughout the entire candidate and client journey.

Barbara Bruno, Chief Practice Officer – Staffing at Gi Group Holding, said: “The time to act is now. We are launching this repositioning at a moment of global uncertainty, but also of opportunity to rethink workforce models. We are moving beyond transactional staffing towards a more responsible approach that supports sustainable growth. Our ‘sidekicks’ act as expert partners, helping businesses stay agile, productive, compliant and inclusive.”

At the core of our global communication campaign, titled Beyond, is a simple insight: titles and labels never tell the whole story. The campaign challenges the idea that job titles and workforce labels can fully capture the value of work. Featuring operational roles such as warehouse operators and retail assistants, it highlights the human skills behind everyday jobs — care, responsibility, adaptability and purpose — that enable businesses and communities to thrive.

The campaign’s two hero films build on the question, “So, what do you do for a living?”, exploring the gap between formal job descriptions and the more complex realities behind them. With an engaging, lightly ironic tone, the films make visible the thought processes and transversal skills that shape professional identity.

The campaign is supported by a dedicated digital platform, beyond.gigroup.com, where users can explore their own Beyond Titles profile and uncover their combination of human skills.

Stefano Colli-Lanzi, Founder and CEO of Gi Group Holding, said: “Work is not just what we do, but what we enable for others. Titles and labels rarely capture the human skills, decisions and impact behind everyday work. What holds organisations and society together often goes beyond what is visible on a badge or a dashboard. Every contribution tells a story — and these stories define who we are.”

Through this strategic repositioning, we reinforce our commitment to acting as a trusted sidekick for people and businesses, promoting the dignity and social value of work, while moving beyond traditional staffing towards smarter, future-ready workforce solutions.