Safeguard Global unveils new brand to guide international growth

Safeguard Global has announced a strategic brand evolution aimed at highlighting its role as an expert guide for organisations navigating global workforce management and international expansion.

The company, which first established the global employer of record (EOR) market in 2010, has said the updated brand identity is designed to reflect the current landscape and needs of international business operations.

Safeguard Global stated that this move comes as the EOR category has grown and evolved, necessitating a refreshed approach to match these changes.

According to Bjorn Reynolds, Chief Executive Officer at Safeguard Global, "Successful global expansion requires access to technology coupled with deep human expertise."

"Our brand evolution reflects our ongoing commitment to delivering both — helping companies mitigate risk while capitalising on international growth opportunities in today's uncertain business environment."

The update emerges alongside a strategic realignment of Safeguard Global's business, focusing on its core services in employer of record and global workforce solutions.

The company continues to deliver recruitment, hiring, payment, and management support for international teams, currently serving more than 2,000 clients in 187 countries.

Lisa Farrar, Chief Marketing Officer at Safeguard Global, highlighted the value clients place on the firm's guidance.

"Our clients tell us that what they value most is our ability to serve as their guide through complex international workforce challenges. With over 400 local experts in 65+ countries, we provide the strategic insights businesses need to transform global complexities into competitive advantages," she said.

The refreshed brand identity includes a new visual system using a purple and yellow colour palette, intended to illustrate the company's "expert guide" philosophy.

Safeguard Global explained that this updated visual representation seeks to show the combination of technological resources and human expertise it provides, which the company reports has led to what it describes as industry-leading client satisfaction rates.

The company's model is centred on enabling organisations to expand globally without needing to set up legal entities in each jurisdiction, supported by a technology platform and local expert teams.

Safeguard Global's range of services includes not only EOR and workforce solutions, but also human resources, benefits, accounting, legal, visa and immigration, and tax services.

Safeguard Global reports that its network of over 400 local experts across more than 65 countries allows it to provide tailored support to clients throughout their expansion cycles.

The company maintains that this human support is integral to its promise of assisting organisations in scaling and hiring compliantly on a global scale.