Formerly called e-BI Solutions, Radix HR Solutions (Radix HR) is a team of expert advisers and project managers with over 50 years of combined experience in human resource development and management (HRDM).
Radix HR is every organization’s integral partner in the development and management of its most valuable resource and capital: people. With plans and programs customized to address the specific needs of each client, we help them create value, build people-positive work cultures, and drive transformative change to future-proof the business.
What We Did:
- Brand Naming
- Brand Strategy
- Brand Messaging
- Visual Identity
- Brand Manual
The Challenge:
Despite its dynamic and unique team culture, Radix HR’s current brand couldn’t effectively communicate the team’s essence to its audience. Complicating matters, their initial brand name, e-BI Solutions, was prone to mispronunciations and even carried negative associations, leading to a lack of confidence in client interactions.
Brand Discovery
Radical Brand.
Radical Team.
In approaching the rebrand for Radix HR, we embarked on a thoughtful exploration of their team culture, investing a few weeks in understanding the intricacies of how they embody their values, the dynamics of their leadership, and the unique qualities that define their interactions and results.This deep dive into the essence of their team paved the way for a brand concept and name centered around the notion of radicalism – a brand that authentically mirrors the radical nature of their team and the groundbreaking results they consistently deliver.
What we covered:
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- Strategic Workshops
- Client Surveys
- Brand Naming
Brand Strategy
People-Positive. Technology-driven.
Radical Results
We created a brand strategy that not only captures the spirit of the Radix HR team, but also communicates its distinctive approach and transformative impact, focusing on 3 core ideas: People-Positive, Technology-driven, Radical Results. These ideas were to be reflected in the team’s culture, tagline and messaging, brand language, and tone.
What we did:
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- Vision & Mission
- Purpose & Promise
- Core Values
- Audience Persona
- Brand Manifesto
- Personality
- Voice and Tone
- Key Messages
- Copywriting Samples
Brand Strategy
A Playful Professional Visual Identity
Radix HR didn’t want to look like any other HR brand. They wanted to stand out through the team’s outgoing and youthful personality, but also highly professional and experienced background. We did this by sticking a balance with both playful colors and clean but classy marks and typography.
What we did:
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- Concept Boards
- Logo
- Colors and Fonts
- Typography
- Key Visuals
- Brand Guidelines
Professional and Modern, two keywords that define the look and feel of the logo. This is accomplished by pairing a traditional wordmark with a clean icon.
The icon was meant incorporated the initial of Radix HR and an arrow pointing upwards, communicating Radix HR’s dedication to always providing Radical Results.
We created 2 visual styles for Radix HR: Scribbles and Clean Lines. To avoid overly appearing traditional and formal, a much more casual illustration style was used to help highlight key ideas. This illustration style also helps communicate the brand’s focus on People-Positivity.
The 2nd key visual style was pulled from the logo and inspired by the idea of an arrow (or arrows) point towards different directions. This helps communicate the team’s culture of “going against the current.”
