Drake International breaks brand campaign
By Rob Bale
Toronto-based recruitment and human resources company Drake International has begun a brand campaign called “The Future Needs People.” The campaign, released to coincide with the company’s 75th anniversary, also includes an updated visual identity. Developed by Broken Heart Love Affair of Toronto, the new branding and the campaign make use of brighter colours with an emphasis on people. The campaign begins with a launch video that combines AI-generated images with images of real people.
“Drake has always been about empowering people and organizations realize their potential, so we put people at the heart of the new identity,” said Dave Watson, head of design at the agency. “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. Throughout the creative process, we worked closely with the Drake team to strike the right balance between respecting its 75-year legacy and creating something that clearly signals where the brand is going next.”