How Green Hat transformed GoGlobal’s brand and digital presence
Services
GoGlobal is a professional services company dedicated to making running a global business easy. Initially founded as an employment of record (EOR) provider, it has expanded its range of solutions to become a single point of contact for clients expanding internationally. It has worked with major brands such as BMW, Doordash, Campari Group, McCormick Foods and Virgin Australia.
After a successful start as an EOR provider, GoGlobal was ready for its next phase of growth. On the cusp of launching a full range of ‘Business & Corporate Services’, focused on entity management solutions, HR and finance solutions, the business decided to rebrand to reflect its broader solution offering and more mature growth ambitions. Green Hat was appointed after a competitive pitch, selected for developing a bold approach that would stand out in a crowded market.
The ‘thought to finish’ solution we developed for GoGlobal involved:
Discovery and strategy
We developed a core value proposition (CVP), brand personality and messaging framework by conducting Voice of Business and Voice of Customer interviews, a competitor review and a messaging audit.
Creative and brand development
Using the insights and learnings from Discovery, we developed a creative platform, visual identity, style guide and creative assets to reposition the GoGlobal brand.
Website UX/UI optimisations
Green Hat also developed a new site map and UX/UI design, creating a content architecture based on customer needs.
Step 1
To gain a clear picture of GoGlobal’s existing UX, we conducted a heuristic evaluation of the website and analysed user engagement to see where they were clicking the most and where they were struggling.
Step 2
By clustering user feedback, we uncovered themes that directly shaped GoGlobal’s new identity and UX. By translating raw feedback into a clear design mandate, we were able to build an experience that conveyed the maturity of the new brand.
Step 3
Through wireframe prototyping, we refined the content flow of key pages to ensure content was structured intuitively and prioritised by relevance.
Step 4
Every design choice was guided by the strategy. We blended striking visuals with purposeful content to create a web experience that felt both professional and human.
The ‘Hands On’ platform used a mixture of treated images of actual GoGlobal employees and illustrative elements to give the brand a professional, more mature look and feel.
Against a sophisticated palette of greys, warm neutrals and the strategic use of a vivid coral pink, the new brand featured stylised cityscapes and a mixture of serif and sans serif fonts.
This conveyed the brand's more sophisticated aesthetic and we rolled the new look and feel out across GoGlobal's new brand guidelines, collateral and templates.
The work was positively embraced internally across global teams and key stakeholders.
Since launching the rebrand in January 2025, GoGlobal has seen the following uplift in key metrics (till June 2025):
77%
uplift in traffic to the website
90%
of the uplift was organic
Golden Bee Winner!
For best web experience 2025.
Our teams across 145+ countries were thrilled to see the new brand come to life. Green Hat delivered outstanding work within tight timelines, and the new brand really reflects the value our expanded service offering provides to customers. That is, we make running a global business easy.Gerry Teo - Associate Director, GoGlobal
