top of page



Reinventing a brand to match its bold, new strategy.

The Problem to Solve

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 felt tired and irrelevant to both their members as well as upcoming HR students. The HRPA logo and identity had become outdated over the years, and quite inflexible for an organization looking to transform itself under the leadership of a new CEO.

Our Solution

The Garden’s new brand strategy for HRPA set the foundation for a complete rebrand. Starting with the logo, we leveraged strong letterforms and a bold font to visually position HRPA as a powerful brand for the modern world of work. Reinforcing the spirit of a change-maker, this confident identity establishes HRPA as the voice of a profession evolving to lead workplaces into the future.

Group 6761@2x.jpg
Group 6759@2x.jpg
Group 6760@2x.jpg
Group 6758@2x.jpg
HRPA_CaseStudy_JAN 2021 EK8 (1).jpg
bottom of page