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 The HRPA logo and identity had become outdated over the years, and quite inflexible for an organization looking to transform itself under the leadership of a new CEO.
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.