Amberjack case study



GradWeb was the UK’s leading graduate recruitment specialist with a growing blue-chip client list. But the business had expanded its service offering and the name was limiting their growth potential.

Their management team saw the need for a digital transformation as well as for the brand and set about looking for an agency partner.

Our Approach

With experience in many naming and rebranding projects we ran our Brand Blueprint Workshop for the team to establish a clear strategy.

For the new name, we wanted something distinctive, international, and ownable in their sector. An amberjack is actually a species of tuna fish – agile, streamlined, powerful and much sought after across the globe. Perfect.

At the heart of the new brand is the phrase ‘ability with agility’, generated in our brand workshop. With this idea in mind we set about creating an energetic and vibrant brand creative execution.

“The market has evolved significantly since we first established the business. The new Amberjack brand represents our commitment to build on our proud heritage, continuing to innovate and delivering long-term success for our clients.”

Jonathan Butler, Founding Director



The branding now reflects the passion and creativity that drives the business.

It includes a versatile toolkit of bespoke assets for the business to use across all marketing communications. Bespoke illustrations and backgrounds simplify the creation of branded content.

We have also run workshops for a number of employees in branding and tone of voice to establish consistency and quality in all communications.

The new responsive website is designed as a content hub drawing in new leads through search and social media engagement.

Just launched, the new brand has had an overwhelmingly positive reception from employees and clients alike.

“Our decision to rename and rebrand was a major step for our business and the result of a number of years of consideration.

We were diligent in the process to find an agency partner who understood our position and could demonstrate sensitivity around this level of change.

Working with Milestone on this project has been a pleasure. The team were so involved and supportive during the process, had great ideas and solutions, and went the extra mile many times!

We’ve enjoyed the whole experience and that’s credit to Milestone’s team. Our clients and our colleagues have all reacted positively to the new identity and it’s helped to inject a new wave of energy into the business.”

Cassie Sissons, Head of client services


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