The Client
Peak is a global, people-led Employer of Record (EOR) provider, consistently delivering friendly, expert, personalised service and support to clients and their employees. Peak guides their clients through the intricacies of global team management and expansion. Peak is on a mission to enable everyone in the employment chain to succeed.
The Challenge
In a competitive, overcrowded market with aggressive new entrants, Peak knew they had a clear point of difference. They kept things real! Real people; no chatbots. Real transparency; no hidden costs. And real flexibility; no generic approaches. Unlike many competitors, who automate vast areas of their service, Peak is a people-led business that thrives on building personal relationships and offering a unique level of support. However, their brand just didn’t reflect this human-first approach. Peak required a full brand overhaul to set them up for their next phase of growth and support further global expansion.
The Process
After a significant research and strategy phase, we landed on ‘Thrive’ as the core brand essence. This essence encapsulates the brand's mission to ensure that every individual is supported in their work environment. It encompasses the idea that when employees thrive, businesses thrive, and ultimately, people and the planet thrive. The sentiment of thriving also connects well with the idea of people reaching their potential and their peak. The client was keen to utilise a mascot within their branding, so we set about crafting characters to reflect their true brand essence.
The Solution
The interconnected word mark we landed on visually represents Peak’s commitment to staying connected, regardless of geographical boundaries. This is accompanied by a triangular accent symbolising growth, alongside a fresh green colour palette to signal reliability. The friendly mountain peak mascot, Kit—named after the common term "keeping in touch"—is a symbol of Peak’s personal approach to people management.
We then featured Kit alongside photography from across the globe, highlighting some of the 200 countries where Peak supports its customers.
The verbal identity and tone of voice we established is warm, down-to-earth and upbeat, yet professional. Utilising confident statements such as “We’ll take care of that”, emphasising Peak’s commitment to supporting their customers at all times.
Overall, the brand shows that Peak is about cultivating a supportive ecosystem where individuals and businesses can reach new heights together.
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