Key2people is between the three best headhunting companies in Italy. Founded in 2001, it quickly became the first independent company of its type in the country. But with an impressive and quick growth the image fell behind its ongoing growth failing to successfully express the companies mission. That’s when they decided to call a team of designers with the task of improving the different aspects of their brand. Amongst them we were assigned the rebranding and corporate identity. As the new identity we decided to express as better as we could a distinctive tone of voice that better expressed how K2P was different from the other companies. The basic problem with their former image was that their butterfly icon although representative, had a lot of disadvantages: The logo was unbalanced and not versatile, the colors were dark and the graphic element was distinctive but absent of meaning, in general it felt old-looking and didn’t express well the mission of the company.