For over 30 years, ASGN has been a leader in empowering businesses to solve complex problems through innovative staffing and solutions. Known for placing top talent in fields ranging from science and technology to creative roles, ASGN recognized the need to modernize its brand to align with the digital future. Under the guidance of their visionary leadership, La Visual partnered with ASGN to redefine their brand identity, embracing a new era while staying true to their transformative ethos.
ASGN faced two primary challenges. The first was a complex brand architecture issue: with twelve brands under the ASGN umbrella, a lack of cohesive brand strategy led to inconsistent messaging and internal competition. Sales teams from different brands were presenting conflicting narratives, undercutting each other, and confusing clients with disparate pricing and mixed logos on invoices. This disjointed approach hindered sales efforts and customer trust.
The second challenge was to evolve ASGN’s identity into a modern, digital-first brand while preserving the essence of their 30-year legacy. The goal was to build a scalable, measurable brand that could seamlessly integrate across diverse business units and adapt to the demands of a digital landscape.
We employed our Legendary Process, beginning with a strategic foundation built on comprehensive research and analysis. By deeply understanding ASGN’s divisions, market position, and organizational goals, we identified key opportunities to streamline their brand architecture. Our insight-driven approach allowed us to craft a unified identity that aligned with ASGN’s mission and future aspirations:
Strategic Brand Cohesion
We restructured ASGN's brand architecture, establishing a clear and cohesive hierarchy that harmonized messaging across all divisions, eliminating internal competition and confusion.
Modern Identity Development
Our design focused on evolving ASGN’s traditional print-based presence into a sleek, digital-first brand, ensuring scalability and adaptability in a fast-changing market.
Through iterative design and collaboration, we created a brand identity that honored ASGN’s heritage while fully embracing the digital age:
Unified Brand System
We developed a cohesive identity system that streamlined ASGN’s family of brands, ensuring a consistent voice and look across all touchpoints. This modernization allowed ASGN to present a clear, unified narrative to clients and partners.
Digital Transformation
Transitioning from a traditional print-oriented identity, we built a scalable digital presence that was dynamic, intuitive, and forward-thinking. Our solution included a microsite to house the new Brand Strategy, Identity, and comprehensive Usage Guidelines, providing all divisions with easy access to the latest brand assets and narrative. This digital hub ensured consistent application across the organization, reinforcing ASGN’s refreshed identity.
ASGN’s rebranding journey illustrates the transformative power of strategic design. By addressing deep-rooted brand architecture challenges and modernizing their visual identity, ASGN successfully transitioned from a legacy print-focused brand to a cohesive, digital-first presence. Our work with ASGN demonstrates that effective branding goes beyond aesthetics; it’s about creating a unified, strategic foundation that drives business success. This case study highlights how our deep understanding of brand cohesion, digital innovation, and user-centric design can help companies evolve, communicate their essence, and lead confidently into the future.
