

Velocity Global
Rebrand
Overview:
As the Group Creative Director at Velocity Global, I led the brand's transformation at a pivotal moment in its evolution. Velocity Global, a leader in helping companies hire, pay, and manage global teams, faced critical challenges: new leadership, product updates, and increasing competition in the employer of record (EOR) space, all within a rapidly changing post-pandemic marketplace. Despite the company's position as a pioneer, its brand lacked distinctiveness and the ability to tell a compelling story to its audience. As demand grew, so did the need for an elevated brand image that resonated with enterprise customers and stood firm against emerging competitors.
Challenge:
The existing brand was generic and failed to convey Velocity Global’s value proposition effectively. The company needed to evolve its image to stay competitive, especially as it aimed to move up-market and appeal to more prominent, enterprise-level customers. With a decline in sales, it was clear that a comprehensive rebrand was necessary to support future growth.
Solution:
Working with agency partners Red Antler and Secret Creative, I managed a cross-functional creative team to execute a complete rebrand in just seven months—a process typically taking over a year. We developed a new brand strategy, positioning, and identity system, ensuring every aspect aligned across all channels, from digital assets to internal collateral.
The rebrand focused on humanizing the brand while emphasizing Velocity Global’s extensive reach in over 185 countries. We used a globe motif as a core graphic element and data visualization tool to reflect the company’s global scale. Warm colors and lifestyle photography showcased people balancing work and life, adding a relatable, human element to the brand, a rarity in the EOR industry. The new visual identity is welcoming, inspiring, and adaptable to businesses looking to expand their global footprint.
Key Achievements:
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New Brand Identity: A refreshed brand strategy, positioning, and design system that clearly communicates Velocity Global’s mission and values.
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Website Redesign: A new website with over a thousand pages designed to provide an intuitive and seamless user experience for customers across the globe.
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Asset Overhaul: Hundreds of marketing and sales assets were redesigned to align with the new brand.
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Brand Campaign: A powerful anthem video that captured the essence of Velocity Global’s vision of making opportunity borderless.
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Photography & Video: New brand photography and campaign videos highlighting real people and businesses, balancing global work-life dynamics.
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Product Visualization: Redesigned product visualization and digital design frameworks, aligning the product experience with the new brand identity.
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Internal Collateral: Complete refresh of internal materials and templates, ensuring brand consistency across the entire organization.
Impact:
The new brand identity launched in June 2023 and was met with overwhelmingly positive feedback from customers, employees, and partners. This rebrand reflects Velocity Global's commitment to making opportunity borderless for businesses and talent everywhere, setting a solid foundation for its continued leadership in the global workforce solutions industry.
Group Creative Director - Hafiz Huda
Design Director - Eileen Chiang
Creative Director, Copy - Sarah Bergey
Senior Program Manager - Rebekah Giaraffa
Senior Web Developer - Paul Davidson
Brand Agency - Red Antler
Design Agency - Secret Creative Co.
Velocity Global — Creative Team Reel
Launch Campaign - Build Your Dream Team Everywhere (0:40)








Brand Guidelines
Photography
Marketing Content and Collateral
