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Touchstone Leadership
Client Challenge
Touchstone Leadership, a fractional Chief Human Resources Officer (CHRO) company, faced a challenge that many businesses encounter: an unauthentic brand identity. Their existing brand failed to mirror the essence of their business and leadership, causing a disconnection with their target audience. In a field where trust, authenticity, and leadership are paramount, Touchstone Leadership’s brand inconsistency was a roadblock to their growth and market position.
Our Approach
Empathx Creative stepped in to bridge the gap between Touchstone Leadership’s intrinsic values and how they were perceived externally. The process began with a deep dive into Touchstone Leadership’s core—evaluating their brand archetypes to understand the foundational elements of their brand personality, mission, and vision. This meticulous evaluation was critical in crafting a brand strategy that would authentically represent Touchstone Leadership, aligning with their ethos and the expectations of their clientele.
Solution and Implementation
Logo Reimagined
The journey began with a logo redesign, which aimed to encapsulate Touchstone Leadership’s essence in a visual format. The new logo married modernity with timelessness, incorporating elements that reflected strength, guidance, and transformation. This visual emblem was crafted to be instantly recognizable, aiming to convey Touchstone Leadership’s commitment to fostering impactful leadership and organizational growth.
Original Logo Design
- Masculine design with an icon that has no meaning or story
- Colors utilized (navy and gray), reminiscent of traditional financial institutions like JP Morgan
- Represented a “Ruler” brand archetype
Logo Redesign
In contrast, the redesigned logo:
- Embraces the “Creator” personality at the heart of Touchstone Leadership, utilizing colors bursting with life and dynamism
- The palette’s transition to various shades of gray challenges the stereotype of HR policies being strictly black and white
- The circles of the icon subtly nod to the “Caregiver” archetype, a significant aspect of their brand identity, signifying warmth and inclusivity
- An icon that daringly extends beyond its borders symbolizes Touchstone’s commitment to innovative, “outside-of-the-box” thinking
Content Development and Online Presence
We revamped their content strategy to reflect the new brand voice, focusing on empowering, innovative leadership solutions that resonate with modern businesses. This involved creating engaging, value-driven content for their website, social media, and marketing materials.
A complete overhaul of Touchstone Leadership’s website and social media platforms was undertaken to ensure coherence with their new brand identity. This included UI/UX design enhancements, SEO optimization, and implementing a content strategy that highlights their expertise and unique approach to leadership development.
Outcome
Through this holistic rebranding effort, Empathx Creative helped Touchstone Leadership not only redefine their brand identity but also strengthen their market position as a leading authority in transformative leadership and HR solutions.