Dig Workshop, Brand Strategy, Design & Visual Identity, Creative Platform, OOH, Website Redesign, B2B
HRPA is one of the largest professional associations in Ontario, with over 24,000 members from the human resources community. They train, certify, regulate, connect, and advocate for HR professionals in Ontario, yet their brand had begun to feel tired and less relevant amongst members and HR students. In addition, HRPA certifications were not as well-recognized nor appreciated in the business community compared to a designation like the Chartered Professional Accountant (CPA).
As a global health pandemic wreaked havoc on workplaces everywhere, there was no better time to shine a spotlight on the critical role of HR in helping business prosper, while demonstrating that HRPA members are the best-equipped to lead workplaces into the future. A new brand strategy set the foundation for a bold brand identity transformation, a redesigned website experience, and a provocative creative platform intended to change outdated perceptions of the HR role.
Rolled out in late Fall 2020, the HRPA’s new brand has re-engaged constituents from members to students to the business community. Inspired by its new voice, the Association transformed their annual conference & trade show into a completely virtual 4-day event, setting new benchmarks, attracting over 2,400 attendees. Most importantly, the new brand has provided a strategic lens through which to evaluate current initiatives and offerings as HRPA builds out its new organizational strategy.