GS2 Partnership

GS2 Partnership is on a mission to connect people who want to leave the world better than they found it. Founded by Josh Huggins in 2022, GS2 was born from a desire to do recruitment differently and building a purpose-driven global talent consultancy focused on sustainability, impact, and long-term value creation.

With B Corp status and a clear ambition to lead the way in purpose-led recruitment, the team came to us with a blank slate. They had the vision, values, and founding team in place but needed a brand that could do justice to their ambition and communicate their point of difference to clients, candidates, and the wider market.

• Brand Architecture
• Visual Identity
• Messaging
• Website Design & Development
• Podcast Launch
• Marketing Strategy

Brand Positioning

We kicked things off by working closely with the founders to define their brand from the inside out. Through a series of collaborative workshops, we mapped out GS2’s mission, vision, values, and tone of voice, building a confident, ownable brand that would anchor everything else. At the core: a bold positioning centred on connecting people who leave the world better than they found it.

Visual Identity

With the strategy locked, we brought the brand to life visually. The identity system balances sharp, modern lines with a sense of clarity and movement reflecting both GS2’s commitment to progress and its people-first approach. The rich green palette nods to sustainability, while the clean, confident typography helps position GS2 as a credible voice in the impact-led business space.

Messaging

We crafted brand messaging that’s both emotionally resonant and commercially sharp. From high-level statements like “A new way of thinking” to detailed service breakdowns and team bios, every word was designed to communicate who GS2 are, what they stand for, and why they’re different.

Website Design & Development

We then designed and developed GS2’s website from the ground up, building a scalable, easy-to-manage platform that puts their purpose, people and services front and centre. The UX is intuitive, the content is bold and human, and the visual identity has been adapted to animated value props to a B Corp story timeline.

Podcast Launch

To help launch GS2’s podcast, Better Than We Found It, we created brand assets, copy, and launch messaging to extend the brand into this new content channel. The podcast serves as a vehicle for purpose-driven storytelling connecting GS2 to a wider community of leaders, changemakers and values-aligned candidates.

Marketing Strategy

To fuel momentum, we delivered a marketing strategy that prioritised credibility and demand. Designed for a lean internal team, the strategy included tactical content ideas, social rollouts, and audience-focused positioning to grow visibility fast without losing sight of what made GS2 special in the first place.