DSG Global

Refreshing and revitalizing a 50-year-old talent industry leader

A promotional poster with large text stating 'Excellent at cultivating excellence' and smaller paragraph text promoting organizational values by DSG Global.
Open navy blue folder with a report inside titled '2024-2025 Annual Report' from DSG Global, with a cover image of three people in a meeting.
A large outdoor billboard featuring a professionally dressed man with dark hair, wearing a suit and tie, looking thoughtfully. The slogan on the billboard reads "Excellence never stops evolving." with the company name "DSG Global." Another message says "Neither do we." and additional smaller text about bridging gaps in consulting services, along with a website link.

A leader in executive search, Diversified Search Group expanded the breadth and depth of their services through several large acquisitions. As they approached their 50 year anniversary, they knew it was time to embrace their acquired offerings as one entity with a consistent name and an updated digital experience. Our challenge was to modernize the DSG brand, from name to website, without alienating their legacy.

After creating a brand strategy they could rally around, we helped further forge their identity by leading with the DSG acronym and adding "Global" to accentuate their broad reach. While each service dropped their legacy logo, we color coded them to maintain their differentiation.

We also updated the logo, with the most distinctive feature being the arrow hidden within the "G". This arrow symbolizes progress, direction, and the pursuit of excellence, which are central to DSG Global’s philosophy. Paired with new vertical line and gradient elements, this strengthens trajectory of growth and success that DSG offers to its clients by harnessing the innate talent and capabilities of the individuals they place and acts as a visual representation of the journey towards excellence.

Finally, with strategy, messaging, and brand guidelines locked in, we built, developed, enhanced, and launched the DSG | Global web experience. All in time for their big 5-0. In the end we were able to create a strong cohesive brand with a clear purpose to find leaders fit for the future.

My roles: Brand strategy, brand architecture, naming, concepting, art direction, copywriting, UX writing | collaboration with the team at TinyWins

Person holding a tablet displaying a professional website with an image of a woman on a phone call and a section highlighting team members, including Victor Arias, Aileen K. Alexander, and Jay Beckham.
Close-up of a white paper with embossed letters spelling 'DSGVO' and a gold line above the letters.
A woman smiling with a white shirt and black blazer sitting at a desk in an office. The text on the image says, 'Our difference is human'.
Signboard for DSG Global at 2005 Market Street showing directions to lobby, cafe, restrooms, supplies, and offices, with additional details for first floor and conference rooms.
A person touching a silver laptop with a black keyboard placed on a reflective surface. The laptop screen displays a webpage titled 'Connecting and cultivating leaders,' showing a list of services and a photo of four professionally dressed people in a discussion.
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