The Problem

Lisa Ainsworth had a powerful vision: HR Brains Trust—an expert panel of 15-20 seasoned HR professionals offering "expertise on tap" to isolated HR leaders navigating complex workplace challenges. But she needed help translating her values of fairness, kindness, and courage into a visual identity that would resonate with her audience.

The Support

Through our brand immersion session, we uncovered what made Lisa's approach distinctive:

• Collective wisdom over individual expertise: Showcasing an entire ecosystem of brilliant minds rather than positioning Lisa as the sole expert

• "Expertise on tap": A fluid, responsive team of trusted advisors available when needed most

• Generous, smart, and funny: Professional without being stiff, accessible without sacrificing credibility

We built a brand that honours both Lisa's personal journey (becoming an HR leader at 26 with 52 direct reports) and the collective expertise of her panel. The visual identity works alongside Future Builders Group while giving HR Brains Trust its own distinct personality.

What we created:

• Brand positioning as thought leadership meets practical support

• Messaging that speaks directly to the loneliness and complexity HR leaders navigate

• Comprehensive brand guidelines for consistent presence across all platforms

• Photography session and image library

• Content pillars around the "vast conversations" HR leaders need to have

Lisa’s brand feels warm, friendly, intuitive and approachable. Her elements communicate professionalism, collaboration and optimism. There is optimal white space to reflect clarity and just the right amount of personality to make HR Brains Trust your go-to ally.

The Transformation

Lisa now has a brand foundation that positions HR Brains Trust as the go-to resource for HR leaders who refuse to settle for surface-level support. The brand authentically reflects what makes her approach different: deep listening, honest feedback, and the courage to challenge and be challenged.

The guidelines, imagery, and brand story give her team everything they need to create compelling content that attracts experienced HR leaders ready to invest in genuine expertise.

Client Testimonial

Lauren guided the process to bring my brand to life with kindness, insight and creativity. She captured the essence, personality and tone of HR Brains Trust beautifully.

Through deep listening, probing questions and ideation, Lauren captured what I’ve been working to create. It’s like we’ve been working together for years and she created a safe and welcoming space that enabled us to explore ideas, push the boundaries and come up with something I love.

The truly wonderful thing is the journey and the destination were exactly what I was looking for.
I can’t recommend Lauren highly enough.

Services: Brand Strategy | Visual Identity Design | Brand Storytelling | Photography
Deliverables: Brand Strategy & Positioning | Visual Identity Suite | Brand Guidelines | Founder's Story | Photography | Messaging Framework