Globalization Partners has rebranded as G-P, with a new tagline and visual identity set to help further emphasise its commitment to enabling global growth for companies.

The company says the rebranding reflects G-Ps ongoing commitment to breaking down barriers to global business and enabling employment opportunities for everyone, everywhere.

G-P says its solution offer greater access to talent, the ability to scale remote teams and grow revenue faster anywhere in the world. Research firms, NelsonHall, and Everest Group have both named G-P Employer of Record (EOR) industry leaders.

G-P previously created the Employer of Record category in 2012, shifting the paradigm that required companies to have subsidiaries or local branch offices to expand globally and enabling companies to hire talent globally. 

Since then, the company says the demand for this new way of hiring has created a rapidly growing portfolio of customers as companies around the world embrace working remotely. 

"We are in an environment where our category, customers, competitors, and culture are all shifting rapidly," says Heidi Arkinstall, Chief Marketing Officer, G-P.

"It's critical that our brand acts as a signal of who we are and serves as a lighthouse to where we're going. Our evolved branding reflects what we have built, but it also represents our future and embodies the story of how we unlock possibilities through our Global Employment Platform."

The inspiration for the new brand identity is said to have been derived from the concept of a borderless business, and the ability to access diverse talent to work across time zones and locations represented by latitudes and longitudes. 

It comes at an inflection point for G-P, as the company says it is planning a series of innovative product launches in the coming months that add new capabilities to its SaaS-based technology platform to further enhance the customer experience.

Bob Cahill, CEO, G-P, says that the new development signals a bright future for the company, and there will be further innovation and potential as they progress.

"We want to reflect our next phase of growth as we continue to see the demand for our technology solution accelerate around the world," he says. 

"We know that there is boundless potential ahead and this new brand reflects our vision of the future."