Adecco evolves its global brand with Brandpie, putting real work and real people at the heart of recruitment

Adecco, one of the world’s largest talent businesses, has partnered with Brandpie to evolve its global brand, repositioning the business around a simple but powerful idea: Real Work. Real People.

Operating across more than 60 markets and placing over a million people into work each year, Adecco plays a critical role in connecting talent with opportunity worldwide. But as the recruitment industry becomes increasingly automated, the brand faced a growing challenge: standing out in a market where differentiation is difficult and human connection is often lost.

Despite the strength of its business – built on deep local relationships, community presence, and a strong commitment to inclusion – Adecco’s brand had become fragmented over time, making it harder to communicate what truly sets it apart.

Brandpie partnered with Adecco to evolve and unify the brand, bringing it closer to the reality of the business and the people behind it.

At the heart of the transformation is a new global brand idea: Real Work. Real People.

The idea reflects the relationships, understanding and connections that define the world of work, and speaks to both of Adecco’s core audiences: candidates seeking meaningful opportunities and employers looking for the right talent.

It also reframes the role of technology in recruitment. While automation and AI continue to reshape the industry, Adecco’s approach positions technology as an enabler, supporting faster, more accessible processes while keeping human connection at the center.

To bring the idea to life consistently across markets, Brandpie developed a clear verbal and visual identity system rooted in three defining attributes: confidence, honesty and warmth. Together, these principles shape how Adecco communicates, ensuring the brand feels human, authentic and globally consistent while remaining locally relevant.

The transformation was underpinned by rigorous research and validation. Through three rounds of testing across key markets, Brandpie and Adecco engaged with over 700 candidates, 180 employees and clients to ensure the new brand resonates across cultures, industries and audiences.

The result is a unified global brand that reflects the true nature of the business, built on real relationships, real understanding and real impact.