Fair Trade Outsourcing (formerly known as Rethink Staffing) Launches New Branding, Logo and Website

Top Quote Rethink Staffing changes its name to Fair Trade Outsourcing, following its new branding strategy, and launches new logo and website. End Quote
  • (1888PressRelease) October 11, 2019 - Rethink Staffing recently reaffirmed its commitment towards fulfilling its role as a bastion of social and economic change in the lives of BPO workers when it rebranded itself into Fair Trade Outsourcing, which refers to both the company and the methodology developed by the company's CEO and founder, Mike Dershowitz.

    The company's search for identity finally ended with this rebranding. According to Dershowitz, the new name reflects not just what the management wants to do but also three key ideas that the organization believes in.

    First, this name change will introduce the methodology to a wider audience, which will herald a new era in business process outsourcing. Companies will be more focused on the Agents' welfare outside the walls of the delivery center.

    Second, the company believes that the Fair Trade Outsourcing™ methodology of operating an outsourcing business, inspired by the principles of the fair trade movement, will solve the chronic attrition and quality problems of the global IT-BPO industry.

    Third, the formalization of this business practice can create economic security for the agents, wherever they may be, and drive them to deliver high-quality work for clients. Thus, the methodology should be shared with stakeholders in the industry.

    In line with the change in name, Fair Trade Outsourcing has also created a new set of logos that will serve as the company's trademarks going forward. The double-plus icon in yellow and blue is still there, seeing as the symbol's meaning is rooted in the fact that organizations, whether they are for-profits or non-profits, are made up of people, not machines.

    The name "Fair Trade Outsourcing" is stacked, with Fair Trade prominently displayed above the word "outsourcing." It signifies the importance that the company places in integrating fairness and organizational justice into the workplace.

    The decision to use yellow and blue in the logo design signifies the company's desire to balance profit generation with people management. The blue is a popular choice for businesses in the tech industry while yellow is a popular choice for companies in the service industry. Blue expresses an organized and rational mindset while yellow expresses warmth and openness.

    Alongside the change in corporate identity is a change in domain name. Fair Trade Outsourcing is now found at www.fairtradeoutsourcing.com; subsequently, emails will now have the same domain name.

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