Research

Hr Alchemy completed our Kind by Design workshop. We sourced multiple research pieces from the Future of Work, Brand Society, Cultural and Generational change, to the value of the human spirit at work, motivation, engagement, and the rest arise when work helps people find meaning.

Brand Archetypes

To build a character archetype for Hr Alchemy we used the Mentor, Ambassador and Alchemist. The Mentor guides organisations how to navigate the changing HR landscape. The Ambassador champions human centric workplaces and the Alchemist works with the organisation to make transformational change in the work environment.

Brand Positioning

For Hr Alchemy to own a value proposition of being a human centric consultancy we focused on the fierce proponents of the value of the human spirit at work to build meaningful and playful messaging allowing the Hr Alchemy brand to be fearless eradicators of stupid rules in the workplace, and champions of trust and transparency as a trusted hr partner for progressive workplaces working with organisations to elevate their employee’s human potential and productivity.

Logo & Colourways

The logo is circular and represents inclusive nature, symbolising unity, harmony, and wholeness with a sense of balance. We introduced a pallet of colours to stimulate energy and happiness while other colours are bright, and others are subdued to be calm and soothing.

Tone of Voice

We used the principles of conversational design as guidelines to build the tone of voice.

Design Rationale

The word Alchemy means transforming, we added Pure, to create Pure Alchemy as a strapline meaning 100% transformation for life, work, and business. The whole design of Hr Alchemy is authentic and original.

Brand Message

We wanted Hr Alchemy message to play out as a constant drumbeat promoting people-centric places and employee environments where a person can bring their whole selves to the workplace an employee is more likely to go home each day enriched by the contributions, they make. We executed this message in powerful and playful statements, like time to squash old hat hr, Culture is King, meaning you will attract and retain top talent, and employees will deliver for the company, customers, and shareholders.                                                             

Marketing

We produce a variety of marketing tools including brochures, digital flip books social media graphics, branded newsletters, advertising campaigns. We have managed every element from brand concept, copy, design working with Pankhurst Design on graphics and working with Via Creative on the direction of the design and copy of the company’s website.

The Results

Hr Alchemy employee workforce has doubled in size with an increase in business growth and client portfolio snice our involvement with the creation of Alchemy Culture a new service. Hr Alchemy retain us to protect their brand integrity and manage the marketing and promotion of the consultancy.