First, A Great Name For Take-off

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The Hirefreehands name no longer reflected Propel's identity. Considering their new mission, defining their audience, and testing different iterations, the name ‘Propel’ was unearthed.

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Propel /prəˈpel/. Take-off, Elevate, Push Limits, Unending Possibilities.

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Stepping on Stacked Bricks to Access Opportunity

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With community at the center, we made the Propel logomark to reflect their goals. We created an abstract illustration of “Stacked Bricks” which literally implies building and metaphorically represents the Propel brand promise to be the reliable bridge between communities, their talent, and the best global opportunities.

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In The Propelverse Lies The Key

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We overhauled the previous visual identity and created an entire universe to perfectly capture the new visual system defined for Propel. This ranged from colours to typography, brand patterns, illustrations, iconography, and imagery direction.

We intentionally created bold, authentic, future-centric, and exploratory brand elements, which are the core attributes of Propel’s personality. We carefully merged this personality with a tone and voice that resonates with their target audience - people and companies seeking growth.