Global Expansion - People-centric EOR

Global Expansion - People-centric EOR

A rebrand and identity system developed for Global Expansion, a global employment platform built around a more human approach to EOR. The project focused on moving the brand away from the rigid visual language common across the category and toward something more flexible, tactile and people-centric.

A rebrand and identity system developed for Global Expansion, a global employment platform built around a more human approach to EOR. The project focused on moving the brand away from the rigid visual language common across the category and toward something more flexible, tactile and people-centric.

Three-poster outdoor campaign reading 'Employ anyone. Anywhere,' a squircle grid of portraits with the GX mark, and 'Global Growth. Absolute Flex.'

At the centre of the system is the “squircle”, a soft geometric shape designed to feel fluid, expanding and constantly evolving. As the company is commonly referred to as “GX”, naturally rhyming with “flex”, the brand leaned into ideas of adaptability and movement. Soft modular forms intentionally contrast against the rigid typography and sharp wordmark, creating tension between operational structure and human flexibility.


Alongside the identity system, the project included UI design, rollout support, legal brand implementation and custom AI prompting systems used to generate stylised campaign imagery across the wider brand ecosystem.

Developed with Rebecca McKee

Two branded travel tumblers in coral and mint, patterned with the squircle grid and marked GX. Coral wireless earbud case branded with the GX wordmark, lid open.
Run of five station panels: 'Global Growth. Absolute Flex.', two portraits, the Global Expansion wordmark and a squircle pattern.
Typeface specimen. Hero typeface Space Grotesk, secondary typeface Sarvatrik Tamil, both shown with full character sets. Stack of flyers reading 'Global growth. Absolute flex.' with a squircle pattern along the base.
Five brand colour swatches: Coral, Chalk, Carbon, Mint and Marine, each with hex, RGB and CMYK values.
3D mockup of a trade show stand for Global Expansion, featuring the squircle pattern arch and portrait wall.
Grid of style guide pages covering colour, imagery, accessibility, typography and the Global Expansion wordmark.
Split image: a model carrying a coral GX tote bag, beside the GX app icon on a squircle grid background.
Auditorium stage with a backdrop reading 'Global Growth. Absolute Flex.' and the Global Expansion wordmark, audience seated in silhouette.
Global Expansion homepage shown on a tablet, headline 'Global Growth. Absolute Flex.' with staff portraits and partner logos.
Grid of diverse professional headshots in squircle frames, alternating coral, mint and navy backgrounds, with the GX mark.
Split image: a Global Expansion company profile on a professional network, beside a printed one-pager reading 'Global growth. Absolute flex.'