Case study
HR Certification Institute
The new brand launch included a new website, marketing materials, stationery, advertising, premium items, and presentations.
Repositioning a global leader in human resources.
Situation
Since 1976, over 135,000 human resources professionals in more than 100 countries have been certified by the HR Certification Institute. In 2014, as new competitors were emerging to challenge its leadership position, HRCI saw it was time for the organization to reposition itself for future growth and success. HRCI needed to clarify what made it distinctive, why it was even more relevant for today’s HR professionals, and how to present a consistent face to the world.
Process
Clarity Group conducted a tailored research program as the foundation for a new brand strategy that positioned HRCI as the gold standard in the industry. We then brought in and led a range of creative resources to develop a new visual identity and system of marketing messages, tools, and applications.
Outcomes
The new identity is more human, dynamic, modern, and youthful while still communicating stature and prestige.