Morson

Morson Group is a £3bn recruitment powerhouse headquartered in Manchester. Following a majority share taken by Canadian private equity firm ONEX in 2024, the brief was clear: rethink and align.

Eighteen separate P&Ls built through years of M&A were fuelling complexity and brand sprawl. We worked across six stakeholder groups to re-engineer the corporate structure to just four P&Ls, envisioning a leaner, sharper future capable of supporting rapid technological change across the recruitment lifecycle.

Direct liaison with the Board delivered a new organisational design, simplified brand architecture and a go-to-market model aligned with high-margin growth. Masterbrand, three SBUs and distinct propositions for each followed, creating clearer platforms for capability-led growth in areas such as data, automation and AI-enabled services.

The creative system was built to signal the company’s strategic foresight and edge, reflecting Morson’s role ‘at the sharp end’ of complex, future-critical work where workforce, technology and productivity increasingly converge.

We orchestrated the re-launch at their annual conference. The reception was unprecedented. Clients, candidates – and most importantly, the 2,000-strong staff feedback has been overwhelmingly positive, heralding a step-change in operational efficiencies and productivity.

“For us, brand and business strategy are one and the same, and this work has given us a backbone for all future decision-making, direction and growth.” Ged Mason OBE, CEO