Brand Site
Hive
This project was the culmination of 12 months’ work. In that time, I’d been working with our designer to incrementally refine elements of the brand — from bringing in a bespoke illustration system to deliberately targeting our messaging at more senior positions rather than middle-management.
Until then, Hive’s brand had never been properly documented or standardised. It existed in many different people’s heads, each with their own nuances. And it became apparent that certain elements of how we wanted to position ourselves were inconsistent.
So I chatted to multiple people inside and outside of the company to find out what our brand really was and how it could be polished. From those interviews, I then wrote out all the key components and designed a value proposition to visualise the multiple benefits we offer to our customers.
I particularly enjoyed writing the short-form copy that the positioning demanded, like the purpose statement, Every voice has the power to change the working world, and the one-line description, Amplifying employee voice to help organisations and their people thrive. It’s always a challenge to capture a big idea in just a handful of words.
The project also included a tone of voice document — which I wrote from scratch — and a set of design guidelines that our designer created.
