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 upward 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.