Is physical branding dead in the remote-first era?
Over the past year, we have partnered with the award-winning Febrero Studio to bring our brand to life in our new Job&Talent headquarters in Madrid, which comes alongside a major office consolidation. The results of their exceptional work truly stand out in an industry often lacking in aesthetics. As we push the boundaries of our industry, we want our offices to reflect the same. As we put on the final touches, I’ve been reflecting on the role that physical branding plays in a global remote-first company, and more broadly, how physical branding is evolving as our world moves increasingly toward digital experiences.
Setting ambitions
Brand transformations are gradual processes rather than instant changes. I prioritize high-impact projects that serve as catalysts, mainly in digital domains due to their extensive reach. These projects redefine how we interact with key target groups across our suite of products, website, in sales (product marketing), digital marketing, communication, social media etc. Physical touchpoints such as events, merchandise, and offices also play a crucial role. My ambition is to execute each project in a 10x manner, demonstrating our aspirations to both the organization and the external world.
Building reputation
Young digital-first or remote-first companies often struggle to fully gain the trust of clients, investors, talent, journalists, and politicians. This is gradually changing as more companies, including major players, adopt remote work or flexible arrangements like co-working spaces. However, a physical representation of the brand still plays a crucial role in instilling trust and signaling credibility and stability, even if only seen in photographs. This aspect is particularly significant for us as an HR company that employs over 300,000 workers annually.
Employer branding
Even in a remote setting, fostering a strong sense of belonging and pride among employees is crucial for organizational cohesion, productivity, and employer branding, attracting strong candidates. A strong physical representation of the brand - whether through office design, branded merchandise, or events - plays a pivotal role in cultivating this connection, even if seen only in photos or videos. It provides employees with a tangible reminder of their shared identity and values.
Fostering connectivity
Our main goal with the new headquarters was to create a magnetic space that promotes productivity, connection, and collaboration for our teams. After visiting the office myself, reviewing its utilization with people from Madrid, all over Spain but also from around the globe and receiving tons of positive feedback, I am glad to see that we have more than achieved this goal.
📸 German Saitz
📸 El País
Sonsoles Navarro Ramon Vidal de Arriba Mercedes González Ballesteros jesus diaz osuna Tanguy Agostini Henry Proudlove Juan Urdiales Felipe Navío
