HRLocker brand identity
HRLocker is cloud based HR management software, which is run by a team of passionate people who are truly living the dream. Based on the west coast of Ireland in the picturesque village of Lahinch, they have created a company culture which challenges the team to work together to create the best HR software on the market, whilst also encourages them to enjoy life and pursue their passions.
Adam Coleman, the company founder, and a keen surfer, relocated here in 2004 from a high-ranking HR position in the UK, to put lifestyle and family first, and this decision has influenced the company culture, whereby members of the team are allocated regular time-out, to go surfing or pursue their passions.
We were approached in late 2018 with a brief to create a new visual identity for the company, which would be more reflective of HRLocker’s company culture, positioning them as a modern, industry leading tech company… with a heart.
We started by carrying out a brand health-check, and discovered that many of the brand attributes needed to be defined more clearly, in a way which would generate more love for the brand (both internally within the company and externally amongst clients and the public), and would provide guidance for company strategic decisions. We defined the company personality, and created a clear brand proposition and purpose which would ultimately become the company tagline: “Happy working”.
We then designed a new logo, which amalgamated a 3-dimensional locker with a smiling face to give expression to the company culture. This was then elaborated into a broader visual identity consisting of company colours, fonts and imagery, along with guidelines for how to bring it all together to create a consistent house-style. This was delivered via an accessible online asset repository and a concise brand identity guideline.
To find out more about HRLocker visit HRLocker.com
Ultra Design took our brief to create a new identity, and designed a new brand which not only looks much more professional, but has also helped us to focus our efforts behind a common purpose: ‘Happy working’.