Project
Rebrand Professional Services Firm as Industry Leader
HR Anew came to Substance151 as a well-established, full-service human resource management, consulting and professional services firm. HR Anew’s depth of knowledge, passion for the profession and integrity were already highly regarded by the firm’s clients and partners.
Analytic Thinking
In analyzing the company, Substance151 found that even though HR Anew was highly respected in its market, the human resource industry as a whole was perceived as antiquated and in need of a dramatic overhaul. Lack of innovation and minimal strategic contribution by HR professionals had left a wide opening around the “industry leader” position in the competitive positioning matrix.
Strategic Thinking
Substance151 determined that HR Anew’s reputation was the ideal foundation from which to build a platform based on HR innovation. The recommendation was to position HR Anew as the thought leader in human resources by embarking on a thorough and strategic rebranding program to align the company with this position at every point of contact.
Creative Thinking
To communicate HR Anew’s promise of delivering fresh thinking in HR, Substance151 designed its visual identity and messaging style to inspire a sense of innovation within key constituencies. Once core branding pieces were complete, Substance151 helped HR Anew further reinforce the message through a customer experience centered on “knowledge sharing” and the benefit of working with the firm that was creating “the future of HR.”
Sustained Thinking
Today, HR Anew stands tall among its competition due to its unique market position and the innovative way in which it makes good on its promise. As the “brand steward,” Substance151 continues to monitor HR Anew’s marketing efforts, helping the firm remain in alignment with its promise and maintain its strong hold on the leadership position within the HR industry.
Inspiring Change
Looking to align HR Anew’s business practices with its culture and corporate values, we engaged them in a conversation about sustainable printing practices, as well as the idea of transitioning some of the previously printed materials to electronic distribution channels. All of the Substance151-managed printing jobs for HR Anew use local, FSC-certified printers and environmentally responsible papers.
“Substance 151 has a unique and extraordinary touch and passion for the work that they do. The company helped HR Anew revitalize our brand and ensure it builds relevance and value in the government and business marketplace. They also helped us to reposition our brand to better differentiate HR Anew in the marketplace. The new brand strategy has also influenced our staff to make positive changes, which have resulted in us becoming more solutions driven. The result is truly a customer value proposition.”
—Deborah Stallings, President and Chief Executive Officer, HR Anew, Inc.