Paige Personnel, one of Chicago’s most venerable job placement services, was falling behind the times. Business was steadily moving to the web and the company seemed fated to become yet another fatality in the digital revolution. Origin was brought in to talk about minor changes to the website, which in the course of several discussions became a total brand make-over; new identity, new website, new way of doing business. They JobGiraffe symbolized the company’s renewed energy and commitment to catching up with technology in a hurry. The addition of the “Reach Higher” tagline tied everything together, explaining “why a giraffe?” and also served as an internal motivational tool.