AMS – People powered positioning

The ideal client combines strategic thinking with an acute awareness that their brand is a fundamental business asset. Working with the great people at AMS, we hit our sweet spot.

AMS is a global talent solutions business that’s top in its field, holding accounts with household names across multiple sectors.

In a post-pandemic job market shaped by changes to how and where we work, government policy and technological advancements, AMS required a brand that could reflect its positioning as a strategic partner and transformative force in talent acquisition.

AMS does not stand still; it is leading the purpose-driven, data-enforced and tech-enabled revolution in how we find the right people for the ever-changing world of work.

Starting with the fundamentals, we worked directly with the AMS Board to develop a purpose-built strategy for 2025-2030* grounded in neuroscience principles.

Led by Ruxandra Radulescu, the strategy recognised that truly effective communication operates at the intersection of memory, trust and emotion. By understanding how the brain processes experiences, we crafted a strategy that would resonate at a deeper neurological level. This science-based methodology ensured that the strategy would trigger recognition and reward pathways, building the foundations for both immediate engagement and long-term adoption.

As part of this process, we refreshed AMS’s vision and mission statements to reflect its core values and strategic ambitions. The vision statement, ‘People who advance your vision’, crafted by Kornelia Bala, encapsulates the essence of AMS with elegant simplicity.

“People powered partnership” became the boilerplate for AMS’ new brand, emerging from Will Hambling’s trademark creative intuition. A clever nod to both who they are and what they do, and positioning AMS as an innovative, people-centric talent acquisition partner for global businesses.

Rather than constraining AMS to a single dimension, we made “partnership” interchangeable with ten other variations: progress, performance, perspective, perseverance, passion, possibilities, precision, prestige, purpose and priorities. This adaptation to the traditional strapline allows AMS to talk cogently to their myriad priorities, giving equal weight to sustainability, diversity, candidates, skill creation… and many more when required.

The strategy and narrative laid the perfect foundations for us to deliver a stunning new visual identity.

We wanted to create a brand as much about the people that rely on AMS as those that work there, a nod to the true spirit embodied in ‘people powered partnership’. As with their business and the careers that they start or progress, we wanted their brand to adapt, change and reflect the ever-evolving market they dominate.

Drawing on the legacy from their existing brand mark, Will reconceptualised the distinctive vertical bars in the AMS logo to give them a new purpose – transforming these ‘separators’ into ‘connectors’.

Using the vertical bars as the basis, we created 30 interconnected wireframe forms designed to embody rhythm, change and progress. Built in a bespoke 4D-studio, we built a unique visual system that cannot be replicated, will never run out of visual interest, can spawn countless graphic devices and works in print, digital, web, social, film, animation and the metaverse.

The right partnership makes all the difference. Whether you’re facing market disruption, seeking to reposition your offering or simply need to articulate your unique value more effectively, we’d love to show you how we can help. Get in touch.