Dawson Kaveney HR
Rebrand for an existing business
Helen Dawson was on the pinnacle of something new. Not only was she leaving her corporate job behind in favour of running her own business, that business was originally someone else’s. It’s not a unique situation; people buy and sell companies all the time, but when it’s your friend’s business, it’s an unusual situation.
Helen got in touch as she was a little nervous about the process of rebranding. She was worried that she wanted it to be a new brand identity, but one that still kept some elements of Kaveney HR. After we met I did a brand audit; I stalked Kaveney HR’s competitors and researched their target audience so I could make some strategic decisions for the brand identity.
I felt that keeping the green was important – this colour really does reflect stability, growth and soothes nervousness. When you think about it, HR can sometimes be a stressful element of business to deal with, and Helen really wanted to reflect feelings of calmness and steadiness. I used gold, mainly as a contrast but also to infuse some gravitas to the brand identity.
