Tenth Revolution Group Rebrand

Repositioning a global recruitment leader with a unified brand identity across 20 offices worldwide

Overview

Revitalising the visual identity and brand positioning of a global tech talent creation and recruitment firm. Delivery involved a revamped logo, ground-up build of the new website, video promotion work, and updates to all internal and external collateral and assets.

Year: 2023-24

tenthrevolution.com

Snapshot

Role: Global Head of Design, responsible for brand strategy, identity development, governance, and rollout
Team: Design Team Leader, Graphic Designer; partnered with Business Change, Content, Social, President of Strategic Projects, and Company Co-Founder
Scope: Logo and identity system, global style guide, website redesign, sales and investor collateral, internal training and governance, office branding, multilingual assets
Timescale: Five-month rollout (from first proposals to global adoption)
Impact: 104% increase in organic website traffic within one year of relaunch

Context & Objectives

Tenth Revolution Group was known primarily as the umbrella behind a suite of specialist recruitment brands (Nigel Frank, Mason Frank, Anderson Frank and others) along with the consultancy arm Revolent. Each operated with its own branding and messaging, creating complexity for clients and limiting opportunities for cross-selling.

As the tech recruitment landscape shifted, the old model became increasingly misaligned with how talent worked across multiple ecosystems. The C-suite initiated a strategic shift: reposition TRG from a background investor brand to a front-and-centre global identity that simplified the message, unified the group, and supported long-term investor credibility.

The objective was clear: deliver a scalable brand system rooted in refreshed company values that could align 20 offices across 10 countries, enable sales teams to cross-sell seamlessly, and present TRG as a market-leading recruitment group.

Old logo

New logo

The original TRG logo was a minimal wordmark with limited visual identity, acting mainly as an investor-facing brand. The redesigned logo introduced the Ripple icon, formed from ten revolutions, as a symbol of growth, impact, and focus. This gave Tenth Revolution a distinctive, memorable mark that could scale across global applications while embodying the company’s refreshed values.

Samples of old branding

New branding

Approach, Key Decisions & Execution

Approach

As Global Head of Design, I partnered with the President of Strategic Projects and the company co-founder to shape the rebrand strategy and delivery roadmap. Using Wrike for design deliverables and Jira for cross-functional planning, I acted as the conduit between leadership, marketing, and all support functions.

To address resistance among sales teams protective of their sub-brand identities, I developed training decks, explainer videos, and onboarding sessions featuring leadership voices. These tools demonstrated how the unified TRG brand would simplify client conversations and unlock new opportunities for cross-selling.

Key Decisions

Retired the Frank Recruitment Group identity to reduce complexity.
Shortened the visual name from Tenth Revolution Group to Tenth Revolution for simplicity and memorability.
Introduced the Ripple icon as the central mark, symbolising growth, focus, and impact.
Established endorsement lockups across sub-brands to retain divisional expertise within one group system.
Prioritised internal readiness before public launch, ensuring credibility from day one.

Execution & Governance

The creative process began with logo explorations, narrowed down to a final direction approved by the CEO. The chosen identity — centred on the Ripple and supported by a bold, modern colour palette and refreshed photography — was built out into a full brand system Rollout was staged in three phases:

Internal readiness: HR, legal, IT, and sales documentation, templates, and systems updated.
Public launch: new website, social media presence, one-pagers, and client pitch materials deployed.
Global alignment: sub-brands endorsed with TRG lockups, supported by training, SharePoint asset hub, and regional onboarding.

I also managed external partners critical to delivery:

Freelance translators (via Upwork) to produce sales collateral in French, German, Spanish, Italian, and Dutch — expanding reach with multilingual materials for the first time.
Office branding suppliers to deliver wall and reception rebranding across 20+ offices, including managing the London HQ relocation and overseeing regional installations through local providers.

Brand launch video

Impact & Reflection

Impact

Within a year of launch, the rebrand delivered a 104% increase in organic website traffic, clear evidence that the new identity resonated with audiences and strengthened TRG’s digital presence.

The project also achieved rapid adoption across 20 offices in 10 countries, with sales teams and strategic alliances embracing the brand in client meetings and investor decks within weeks of rollout. The retirement of Frank Recruitment Group simplified the company’s structure, and the Ripple provided TRG with a distinctive, scalable visual anchor.

For the first time, sales collateral was produced in multiple European languages, improving engagement in local markets and demonstrating the flexibility of the new brand system.

Reflection

Looking back, the accelerated timeframe imposed rigidity on early applications of the identity, which softened as the system evolved.

However, the overwhelming success was in transforming TRG from a background umbrella into a confident, client-facing global brand, unifying 20 offices, 7 specialist divisions, and thousands of employees under one clear identity.

“Neil played a pivotal role in transforming Tenth Revolution Group into a unified global brand. His clarity of vision, ability to manage complexity at scale, and hands-on design leadership ensured a smooth transition that resonated across the business.”

Global Head of Digital Marketing, Tenth Revolution Group

Credits

Branding and rollout led by Neil Robinson, Global Head of Design, in collaboration with the Strategic Projects team, executive leadership, and the in-house design team.