# Grace May

*Brand · Website · Campaign*

> People-centered. Energy inspired.

Repositioned Grace May as the human, modern voice in energy recruitment — with a brand that finally matched the warmth of the team behind it.

## Headline result

**+74%** — Lift in qualified job applications

## Challenge

Grace May were winning on relationships but losing on first impressions. The energy recruitment space is dominated by safe, corporate brands and they needed an identity that felt distinctly more human — without losing credibility with enterprise clients.

## Approach

- Built a brand world around the idea of 'People-Centered. Energy Inspired.' — warm, optimistic, and confident.
- Designed a vibrant pink and forest-green system that stands apart from every other brand in the category.
- Launched a new website with live roles, founder video content, and a tone of voice that sounds like a real person.
- Rolled out a social and content campaign to introduce the new brand to candidates and clients.

## Results

- **+74%** — Lift in qualified job applications
- **2.8x** — More inbound client conversations
- **92%** — Brand recall in candidate surveys
- **6** — New enterprise accounts in six months

## What they said

> "It feels like the brand has finally caught up with the team. Candidates tell us we just feel different now."
>
> — Sasha Jaypalan, Founder, Grace May

Canonical: https://potentpositioning.com/work/grace-may