Sapience HR Rebrand

Agency: Absolute

Executive summary

Sue Hook had to make herself redundant from a board-level position in 2007 and so, having realised HR was under-valued in Cornwall, founded Sapience the same year.

Sue saw a rise over the next six years in local start-up HR companies, coupled with the 'big boys' offering packages to business nationally; she needed to stand out from the crowd.

Along with their PR agency, Absolute thoroughly reviewed products, brand, business journey and customer attitudes. Clients weren't aware of all Sapience's services, and, like most businesses, used HR reactively. Sapience saw an opportunity to change business culture from just 'cure' to 'prevention'.

This was the focus of their rise. Sapience would move from 'day-to-day', 'emergency' HR to offer proactive mentoring and human resources programmes to ambitious businesses.

The creative team brought together brand styling and tone of voice. A new colour palette and brand ethos along with a strapline - Empowering People, Unleashing Success - gave the company a focus and helped them stand out. Communication is key in consultancy: tone of voice and copy led the rebrand.