Formerly known as SportCarrière, the talent recruitment and HR agency faced a crossroads after two decades of predominately serving the sports industry in France. It turned to Paris-based brand consultancy JoosNabhan to craft a new identity that could successfully balance the firm equally between sport and entertainment, and also appeal to a broader European audience. The project involved the creation of a new name, Meent (a portmanteau of ‘meant to meet’), and a brand identity more relevant to the entertainment sector.