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A new name and messaging launches HR business services brand



Brand Strategy, Website

Our client, Washington Technology Industry Association, was expanding their HR benefit services to small businesses outside of Washington state.

To encompass their new direction, they wanted to rebrand their HR services and needed a new brand name, brand identity, brand messaging and story. It needed to align with their multi-state focus and differentiate them from other HR companies. 

Researching the business services and insurance landscape

The first step was to conduct research to better understand their customer, the competitive landscape and the white space for their brand. We conducted competitive research, and held customer interviews to create 3 customer personas. These personas outlined the customer’s background information (likes, dislikes, experience, etc), their wants, needs and barriers, and how they liked to be marketed to. 

Getting everyone on the same page 

After the research, we held a brand workshop with the company’s leadership and stakeholders including 6 individuals. At this half day interactive workshop we asked many questions to uncover their unique value proposition, brand story and brand pillars. We broke up into small groups for them to practice their new brand story. 

A new name for a new era of business

After the workshop, our team took all the information to create a new company name: Portalus. We also developed the logo, colors, brand story, messaging and elevator pitch. All of this was presented to the client in a beautiful brand playbook which they can use to guide their marketing and communications. The culmination was our launch of a new beautifully-designed Wordpress website with the goal of garnering interest and new leads.   

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