Naming and branding for SWAG, the first employment super app.

A bit of context

Swag is Employment Hero’s all-in-one SuperApp, built to help employees find jobs, manage work, get paid, and earn rewards—all in one place. It’s employment, reimagined from the employee’s point of view.

The problem to crack

Swag needed a brand that spoke directly to employees—without alienating the employers who ultimately make it all happen. The challenge: how to strike the right balance between personal relevance and business credibility.

What we did about it

In close collaboration with Employment Hero’s internal team, we helped position the product, shape the offering, and land on the name: Swag. We then brought it to life through a vibrant, flexible identity that reflects the app’s four key pillars—Finance, Employment, Rewards, and Jobs. The result is a brand that feels fresh, empowering, and built to resonate with both sides of the employment equation.