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Editor’s note: This press release has been translated and localized into with the assistance of AI.
Milan, Italy – Gi Group, the core business of Gi Group Holding, today unveiled a new strategic positioning, brand identity and global campaign. Through this repositioning, Gi Group is evolving from a traditional staffing provider into a strategic business partner for operational workforce solutions, combining a people-centred approach with technology, sector expertise, compliance, flexibility and care.
With an estimated 59% of workers expected to require reskilling and 85% of businesses anticipating that AI and technology will transform their organisations by 2030, traditional staffing models are facing increasing pressure. Gi Group’s response is an evolved way of working called “Smarter Proximity”. This approach shifts recruitment towards a skills-first and people-centred model, combining technology with sector-specialist expertise. The focus is on compliance, flexibility and care, supported by greater specialisation, centralisation and digitalisation.
The new brand identity reflects these priorities and is built around inclusivity, connection, transformation and adaptability. The logo incorporates variable typography, with each letter designed to represent diversity. It also includes a hidden circular arrow symbolising continuous support and openness throughout the entire journey of candidates and clients.
Barbara Bruno, Chief Practice Officer – Staffing at Gi Group Holding, said:
“The time to act is now. We are launching this repositioning at a moment of global uncertainty, but also at a moment when we have an opportunity to rethink workforce models. We are moving beyond transactional staffing towards a more responsible approach that supports sustainable growth. Our sidekicks act as expert partners who help businesses remain agile, productive, compliant and inclusive.”
At the centre of the global communications campaign, titled Beyond, is a simple idea: job titles and labels never tell the whole story. The campaign challenges the assumption that job titles and workforce labels can fully capture the value of work. Through operational roles such as warehouse operators and retail assistants, the campaign highlights the human skills behind everyday work: care, responsibility, adaptability and purpose. These are the qualities that help businesses and communities move forward.
The campaign’s two hero films build on the question: “So, what do you do for a living?” They explore the difference between formal job descriptions and the more complex reality behind them. Using an accessible and lightly ironic tone, the films reveal the thought processes and transferable skills that contribute to professional identity.
The campaign is supported by a dedicated digital platform (beyond.gigroup.com), where users can discover their own “Beyond Titles” profile and gain insight into their unique combination of human skills.
Stefano Colli-Lanzi, Founder and CEO of Gi Group Holding, said:
“Work is not only what we do, but also what we make possible for others. Job titles and labels rarely reveal the human skills, decisions and impact behind everyday work. What holds organisations and society together often goes beyond what is visible on a badge or a dashboard. Every contribution tells a story. And those stories shape who we are.”
This strategic repositioning reinforces Gi Group’s commitment to acting as a trusted sidekick for people and businesses. At its core is the promotion of the dignity and social value of work, while moving beyond traditional staffing towards smarter, future-focused workforce solutions.
