An energetic and vibrant new identity for a company taking the recruitment industry by storm.

The task

GradWeb was a leading graduate recruitment specialist with a 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

At the heart of the new brand is the phrase ‘ability with agility’.

With experience in many naming and rebranding projects we ran our Brand Blueprint Workshop for the team to establish a clear strategy. With this idea in mind we set about creating an energetic and vibrant brand creative execution.

Client feedback

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

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


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.

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.