• Get in touch
    • Woman wearing a white blouse gestures toward a computer screen while speaking to a seated man in a black T-shirt, collaborating at a desk in a shared office space.Adult man wearing a black short-sleeve shirt leans over a foosball table, concentrating on the game in a bright office breakout space with white walls and overhead lighting.Woman wearing a patterned V-neck jumper sits at a table facing another woman, listening attentively during a conversation in a softly lit office or meeting area.Two men wearing dark T-shirts sit side by side at desks, focused on computer screens, collaborating quietly in an open-plan office environment.Two adult men wearing black casual clothing play table football in an office breakout room, one smiling and raising a fist in celebration during the game.Woman with curly red hair wearing a sleeveless navy top smiles while working on a laptop at a desk, talking to a colleague in a modern open-plan office.

    A FEARLESS EMPLOYER BRAND FOR FRASERS GROUP

    A FEARLESS EMPLOYER BRAND FOR FRASERS GROUP

    A FEARLESS EMPLOYER BRAND FOR FRASERS GROUP

    A FEARLESS EMPLOYER BRAND FOR FRASERS GROUP

    Services

    • Brand Build & Guidelines
    • Photography
    • Film
    • EVP

    Check it out

    frasers.group/careers

    Years of partnership

    New EVP and set of values

    Films created

    Frasers Group are redefining what it means to work in retail — but low brand awareness and mismatched perception meant that top candidates didn't consider them for an exciting, dynamic career. Over the last 4 years, we've partnered with them to build a bold new EVP, visual identity and brand activation that changed perceptions, attracted early talent and empowered employees. Now, fearless is their future.

    Woman wearing glasses, a white shirt and measuring tape adjusts a black garment on a dress mannequin in a fitting room, with additional clothing hanging nearby.Woman wearing glasses, a white shirt and measuring tape adjusts a black garment on a dress mannequin in a fitting room, with additional clothing hanging nearby.

    Adult woman in her 30s with long brown hair laughs while seated at a desk, gesturing mid-conversation, wearing a black top in a busy open-plan office.

    Our work at a glance

    To shift those perceptions, we launched an employer brand journey across three key phases. We started with discovery, gathering insights through more than 50 interviews, focus groups and candidate surveys to understand what Frasers truly stood for.

    Then, we brought the brand to life with a dynamic new identity that was tested and validated by the people who would wear it. Finally, we rolled out an integrated activation plan, from early talent programmes to digital campaigns, to take this new brand out into the world.

    The result was a transformation that touched every part of the business, from internal communications to campus recruitment, and sparked a wave of reappraisal among candidates who might never have considered retail before.

    EVP and culture narrative

    New values, shaped by research

    Page brand guidelines document

    Brand toolkit assets

    Careers site to attract top talent

    Films created

    Owning the foundations

    Our work began inside the business, uncovering what made Frasers Group tick. Through in-depth interviews in both Shirebrook and London, as well as feedback from the Wiser Academy network and external job seekers, we got under the skin of the company culture.

    The insight was loud and clear: Frasers is fast-paced, fearless and full of opportunity. People described the business as a place where ambition is rewarded quickly, where collaboration trumps competition, and where taking risks is the norm. From that energy, we created an employer value proposition rooted in three clear principles: Own It, Think Without Limits, and Be Relevant. These values captured the spirit of the business and gave everyone a shared language to rally behind.

    A fresh take on fearless

    In the first phase of rollout, the employer brand adopted a sleek, monochrome aesthetic, designed to echo the high-performance feel of the business. While beautiful, it didn’t fully resonate with Frasers’ people. Feedback suggested it lacked energy and didn’t reflect the personality that made the culture so unique.

    We listened. The second evolution introduced vibrant colours, bold motion and authentic imagery. Real employees took centre stage in the new photography. Personality and pride shone through. The tone shifted from corporate to human. Suddenly, this was a brand that not only looked good — it felt right.

    At the heart of the brand build was storytelling. Our hero film, “Fear Less,” followed the lives of three real employees — Gemma, Mark and Danielle — as they navigated challenges, ambitions and everyday moments at Frasers Group. The film was designed to show what courage looks like behind the scenes and bring the EVP to life through relatable, real voices.

    Two adults in their 20s or 30s stand on a stair landing beneath large wall text reading Being Fearless Comes From Within, talking casually in a bright office atrium.
    Sports Direct staff member organising clothing on a rail inside a spacious, well-lit store, wearing branded sportswear, with trainers and apparel displays visible, highlighting attentive retail care and product presentation.
    Man wearing a navy jacket and lanyard reviews documents with a woman in a black top inside a sports retail store, surrounded by tennis rackets and sporting equipment displays.

    This was just one of over 20 films we produced for the brand, alongside a photography suite that captured pride and purpose across all levels of the business. To make sure the brand lived everywhere, we built a full toolkit including posters, welcome cards, email signatures, social templates and an interactive hub to give every team easy access to the new assets.

    To talk to us about this case study,
    get in touch

    There's more where that came from

    Explore more of our work
    Man in dark production room looking up at multiple screens
    White BBC logo
    Man at work talking with colleagueTwo men laughing at a deskWoman with prosthetic leg presents the sports news

    BBC

    Recruitment Marketing, Brand Build & Guidelines
    Chips on a conveyer belt
    White McCain logo
    Two factory workers in blue uniforms and safety gear share a lighthearted moment. They wear hard hats and protective glasses, smiling warmly. Industrial setting.A group of three colleagues sits on a gray couch in an office lounge, smiling and laughing. They hold yellow pillows, and greenery hangs overhead. Warm, relaxed atmosphere.A worker wearing a yellow hard hat and high-visibility vest labeled "McCain" walks through an industrial setting, conveying focus and safety.

    McCain GB

    EVP
    Adult man in his 30s with short dark hair smiles warmly outdoors, wearing a white chef’s jacket and placing his hand over his chest, with trees and soft sunlight behind him.
    One & Only Logo White
    Adult man in his 30s with short dark hair raises his hand to shade his eyes, smiling while standing outdoors in sunlight, wearing a light uniform amid greenery.Adult man in his 30s with short dark hair steers a boat, wearing a fitted long-sleeve top, looking ahead under a shaded canopy against a clear blue sky.Adult woman in her 30s with light brown hair pulled back holds a metal singing bowl and wooden mallet, looking upward outdoors against a bright sky during a wellness ritual.Adult woman in her 20s or 30s with dark hair neatly tied back smiles while holding a tray with spa items, standing in a softly lit doorway of a treatment room.

    One&Only | Kerzner Hotel Group

    Film, Photography
    Three Soho House colleagues laughing together in a restaurant booth
    White Soho House Logo

    Soho House

    Film, Photography
    Image of woman wearing a vibrant orange blouse in an office, working at a desk with a laptop and a large screen
    White Kraft Heinz Logo
    Image of young man contributing to a meeting, he's working on a laptopImage of man at a desk looking up at his colleague's screenImage of older man wearing glasses and listening to a presentationImage of young woman smiling up at somebody presenting during a meetingImage of huge macaroni sculpture outside of a factory, the macaroni has "you know you love it" printed on it

    Kraft Heinz

    Social Media, Recruitment Marketing, Early Talent Attraction, Brand Build & Guidelines
    Film photograph of man taking a photograph on a pier, overlooking the sea
    On Running logo

    On Running

    Careers Website, Film, Photography
    Two male students working on an iPad
    White KPMG Logo
    Student using an iPhone to record a video for social mediaTwo students listening to a speakerA room of students listening to someone speakingA young male student listening intently and engaging in conversation

    KPMG

    Wiser Academy
    One male and one female, both wearing glasses, play table football in a blue-lit dark room at the King office
    king logo
    Blonde female smiles in the King office, her laptop is covered in bright stickersTwo women laugh in a bright and playful King office, they're about to eat birthday cakeKing's president Tjodolf Sommestad makes an address on the stairs of the King Berlin OfficeMan wearing a beanie and a hoodie looks calm but serious while chatting in a meetingTwo female colleagues laugh in a bright office with purple sofas

    King

    Social Media
    Sports Direct staff member smiling while holding a football in a modern store, surrounded by football boots and sportswear displays, creating a friendly, knowledgeable retail environment focused on customer service.
    Frasers Group white logo
    Woman wearing a white blouse gestures toward a computer screen while speaking to a seated man in a black T-shirt, collaborating at a desk in a shared office space.Adult man wearing a black short-sleeve shirt leans over a foosball table, concentrating on the game in a bright office breakout space with white walls and overhead lighting.Woman wearing a patterned V-neck jumper sits at a table facing another woman, listening attentively during a conversation in a softly lit office or meeting area.Two men wearing dark T-shirts sit side by side at desks, focused on computer screens, collaborating quietly in an open-plan office environment.Two adult men wearing black casual clothing play table football in an office breakout room, one smiling and raising a fist in celebration during the game.Woman with curly red hair wearing a sleeveless navy top smiles while working on a laptop at a desk, talking to a colleague in a modern open-plan office.

    Frasers Group

    Brand Build & Guidelines, Photography, Film, EVP
    Female colleague smiling during a meeting
    White NHS Digital Logo
    Male and female colleagues laugh at workMale and female colleagues laugh at workMale and female colleague in an informal meeting space having coffeeWoman at work displaying post-it notes on a whiteboard

    NHS Digital

    Early Talent Recruitment
    Adult woman with dark hair tied back swims in an infinity pool at sunset, partially submerged, with a city skyline and tall skyscrapers rising behind her.
    White Siro Hotels Logo
    Adult man in his 20s or 30s with short light brown hair punches a heavy bag, wearing black boxing gloves and a fitted dark T-shirt in a dimly lit training studio.Adult woman in her 30s with dark hair pulled back stands behind a kitchen counter, wearing a white chef’s jacket and black apron, smiling calmly inside a professional kitchen.Adult man in his 20s or 30s with short light brown hair smiles while holding a tablet, wearing a black fitted T-shirt, standing beside shelves and refreshments in a modern wellness space.Adult woman and adult man in their 20s or 30s stand side by side, both wearing black SIRO T-shirts, smiling casually against a sunlit wall in a minimalist interior.Adult woman in her 30s with dark hair tied back stands by a large window, wearing a black uniform, looking out over a city skyline from a calm, minimalist interior lounge.Adult man in his 30s with short dark hair smiles while standing in dramatic blue lighting, wearing a fitted dark polo shirt inside a contemporary interior corridor.Adult woman in her 30s with dark hair tied back sits cross-legged on a yoga mat, wearing black activewear, practising meditation inside a modern studio with floor-to-ceiling glass walls.Adult man in his 20s or 30s with short dark hair performs battle rope exercises, wearing a sleeveless light top and black trousers inside a gym with green accent lighting.

    Siro | Kerzner Hotel Group

    Film, Photography
    A Black man in a Tasman hat crouches in a thriving green field under clear skies. Demonstrates regional brand identity and McCain's deep roots in agriculture and manufacturing branding.
    mccain logo

    McCain ANZ

    Film, Recruitment Marketing
    White brunette woman with white t-shirt and black blazer smiling in the Trainline office
    trainline logo

    Trainline

    Employee Experience, Film, Brand Build & Guidelines
    Potatoes growing in the ground
    White McCain logo

    McCain GB

    Recruitment Marketing, Film
    Man being interviewed at L'Oréal
    White L'Oréal logo

    L'Oréal

    Wiser Academy
    A Black woman with curly hair smiles in sunlight, seated by plants. Part of DNV’s employee advocacy programme, spotlighting EVP activation strategy and employee-generated content in authentic environments.
    White DNV Company Logo
    A white man with a buzz cut holds a phone rig while a woman with dark hair in a ponytail observes. They create content for DNV’s EVP activation strategy.A Black woman with curly hair smiles in sunlight, seated by plants. Part of DNV’s employee advocacy programme, spotlighting EVP activation strategy and employee-generated content in authentic environments.Two women and two men of varied ethnicities collaborate in a creative office. Captures social media advocacy training and global employer branding during DNV’s employee advocacy initiative.A white man with short hair and a white woman with blonde hair laugh during a meeting. They reflect DNV’s employee advocacy programme and its impact on workplace culture.A Black man with short hair and a white man with side-parted hair smile while reviewing digital content. Part of the global employer branding initiative and employee-generated content drive.An East Asian man with glasses and a white woman with auburn hair smile mid-conversation. Captures a content strategy session within DNV’s EVP activation and employee advocacy programme.Three people — two white women and a white man — sit at a table viewing a laptop. Taken during a social media advocacy training session supporting employee-generated content.A South Asian woman with long curly hair smiles during discussion. She’s a DNV brand advocate, involved in storytelling workshops that support employee-generated content and social media strategy.

    DNV

    Employee Advocacy
    Young man wearing navy vest sat in a bright meeting room
    White NESO logo National Energy System Operator
    Our Head of Campaigns James, with brown hair and glasses, sat smiling on a black leather sofa2 female employees wearing orange lanyards looking at a laptopPhoto of BaylieFemale national grid ESO employee wearing a grey jumper and an orange lanyardJames leading a meeting in a bright meeting roomMale national grid employee wearing an orange lanyard

    NESO

    Recruitment Marketing
    Photo of young male student winning a £2.5k prize in a spin the wheel competition
    Frasers Group white logo
    Photo of male student scanning a QR code on campusPhoto of a blonde woman with curly hair promoting Frasers Group on campusCrowd of male students craning their necks to looks for a winner. One student is filming on his iPhone.Image of female student after just winning a bike from Evans Cycles

    Frasers Group

    Early Talent Attraction, Wiser Academy
    Close up of a young woman in a patterned shirt during a business meeting
    White Knight Frank Logo
    Young female Knight Frank employee wearing a head scarf smiling during a meetingYoung man in smart shirt smiling during a meetingMale and female colleague having a one to one meeting using notepadsSmartly dressed business man taking notes during a meetingTwo colleagues having a casual meeting outside in the sunshineMale and female colleagues laugh at workSmiley young man wearing a suit in a rooftop gardenGroup of three colleagues having a meeting together working on one laptop in a bright, colourful officeTeam meeting between mixed colleagues laughing together

    Knight Frank

    Social Media, Photography
    Behind the scenes shot of a group of actors on set holding a clapper
    King logo

    King

    Film
    Three female colleagues smiling during a meeting
    White depop logo

    Depop

    Careers Website, EVP, Film, Photography
    A young woman with expressive eyes and a warm smile wears a brown and blue hijab. She stands in a bakery with blurred figures of bakers in the background.
    White Home Bakery Logo
    A professional woman in a black blazer with a white shirt smiles brightly. She has a small star tattoo on her neck and wears a name tag. The blurred background suggests an indoor, warmly lit environment.A digital ad for Home Bakery displayed on a smartphone screen. The ad features a bakery employee in uniform and text reading, "There's no place like home," reinforcing a welcoming and community-oriented brand message.A close-up of two Home Bakery employees in branded uniforms, sharing a joyful moment while working. Their expressions convey a sense of camaraderie, teamwork, and the bakery’s welcoming workplace culture.A set of framed Home Bakery posters featuring team members and messages about trust, collaboration, and community. The designs incorporate warm tones and branding, reinforcing the bakery’s emphasis on teamwork and connection.A beautifully arranged bakery display with croissants, pastries, and cakes under glass domes and clear containers, highlighting a variety of sweet and savory treats in a well-lit setting.A digital collage displaying various Home Bakery social media posts, including images of employees, promotional quotes, and event updates. The visuals reflect the brand’s emphasis on workplace culture, unity, and professional growth.A happy female baker wearing a white "Home Bakery" uniform smiles brightly while engaged in conversation with a colleague in a stainless steel professional kitchen environment.A compilation of Home Bakery’s branding materials, including employer guidelines, Arabic typography, motifs, and workplace imagery. The layout integrates text, photography, and minimalistic design elements to convey a warm, inviting brand identity.

    Home Bakery

    EVP, Brand Build & Guidelines
    Image of young smiling woman in a vibrant office
    White Deutsche Bank Logo
    Image of three woman on laptops, smiling during a business meeting

    Deutsche Bank

    Wiser Academy
    Man smiling at work with a coffee
    Marshall Wace logo in white

    Marshall Wace

    Early Talent Recruitment
    An orange NAVEX tote bag with the phrase "Be Your Greatest Impact" hangs from a tree branch with pink blossoms.
    white Navex logo
    Two colleagues, a woman in a white sweater and a person in a black hoodie, smile while sitting with laptops in front of a whiteboard.Two collagues, both women, sit in a meeting room smiling and gesturing towards collagues off camera. They are all working on laptops.A man in a white jacket sits on a couch, smiling and engaged in conversation with a woman in a warmly lit office space.Two women sit at a table, smiling and engaged in conversation, with drinks and notebooks in front of them.

    Navex

    EVP, Recruitment Marketing, Brand Build & Guidelines
    A hand pulling a pint of craft beer
    white Brewdog logo

    BrewDog

    EVP, Employee Experience, Film
    Man and woman at work engaging in a meeting
    White Maven logo
    Three women during a work meetingYoung woman laughing during a meetingYoung man at a student panel eventCrowd of diverse students listening to a panel event

    Maven

    Wiser Academy, Early Talent Recruitment
    Three colleagues sat on a sofa listening during a meeting
    White Reckitt Logo
    Image of young woman at her laptop

    Reckitt

    Early Talent Strategy