Drake International has stated what we all want to hear – The Future Needs People. Its new brand identity by Broken Heart Love Affair (BHLA) reassures with its people-first thinking. It underlines the global recruitment company’s belief that technology should enable, not replace, human brilliance so people and organisations can achieve their full potential.

“AI and technology are changing how we work, learn and live. People bring the judgement, empathy and ingenuity that make those advances matter,” stated Louanne Buckley, global chief marketing officer, Drake International. “That’s the belief behind our brand platform, The Future Needs People. We see technology as a way to expand what people and organizations can achieve. Our role is to help them understand their potential and give them the support and opportunities to realize it.”

The new Drake identity puts people at the centre of the brand, moving away from a traditional corporate aesthetic in favour of a brighter, more energetic and optimistic colour palette, reflecting the diversity, vitality and possibility of today’s workforce. The result is a brand that celebrates both sides of the equation – the possibilities of the future and the people who make those possibilities real.

“Drake has always been about empowering people and organisations realize their potential, so we put people at the heart of the new identity. Bold, energetic colours, expressive typography and street-art-inspired textures come together with emotive portrait photography of real people to create a brand that feels optimistic, dynamic, and most importantly, human,” commented Dave Watson, head of design at BHLA.

The new platform and design were brought to life by BHLA content arm, LLC Studios, through a launch video that combines AI technology with real people, reflecting Drake’s belief that the future is shaped by finding the right balance between human potential and technological innovation.

“For 75 years, we’ve helped people build better futures, and organizations build the capabilities they need to succeed. As we’ve grown across businesses and countries, few people have understood the full breadth of what Drake can do,” Buckley added. “Bringing our businesses together under one brand lets us tell that story more clearly and makes it easier for people to find the support they need. As we look to our next 75 years, we’re carrying forward what has always mattered most to Drake, guided by a clear vision – a world where potential is realised.”

The new brand will roll out across Drake’s global operations, including its digital presence, communications, offices and customer experience.

Credits:

Creative Agency: Broken Heart Love Affair
Chief Creative Officer: Christina Yu
Partner & Chief Strategy Officer: Jay Chaney
Art Director: Christina Yu
Copywriter: Layton Wu
Head of Design: Dave Watson
EVP, National Managing Director: Joline Matika
Group Account Director: Kayla Christenson
Project Specialist: Grant Gaspari

Client: Drake International
CEO: Karen Meredith
CMO: Louanne Buckley
Marketing Program Manager, Canada: Shenell White 
Program Manager, Brand Launch: Kristina Sinclair 
Global Brand Design Lead: Kelly Nicoll  

Production Company: LLC Studios
Producer: Deena Archibald

Photography Production Company: Common Good 
Photographer: Luis Mora

Cinematographer: Theo Demeke
Executive Producer: Julian Nieva
Line Producer: Erixon Bernardo
Producer: Tevin Standard

Editing (external): cmnd.ctrl Studios
Editing (internal): Pixel Bebop
Editor: Bartek Bugajski

Audio: Grayson Music 
Audio Director: Lowell Sostomi
Producer: Clare McGonigle
Mix & Sound Design:  Brian Bernard