How hard is it to find a job in current times? Today we're featuring a brand identity of an HR hero who might help you find your new job position. Employment Hero is Australia’s leading all-in-one HR, payroll, and people management platform. It was originally established as an Australian-only solution, but with its expansion to overseas markets, the business needed a brand that could stand proudly on an international stage.

The Employment Hero team approached Design by Twist to redefine their brand strategy and identity, to help set them up for their next stage, growth. The challenge was to define a solid brand strategy that would reaffirm their existing purpose while developing a captivating and flexible brand language. Creatives immersed themselves in Employment Hero’s world through team workshops and interviews with key stakeholders and customers. They examined all aspects of the business – from future products, partner relations through to consumer motivations to uncover their purposeful brand idea: every day higher.

To bring this brand idea alive, the studio collaborated with UK-based artist Alec Doherty to create a ‘Hero’ that personifies Employment Hero's existing purpose – to facilitate employment and make it more rewarding for everyone. This joyful character becomes a key brand asset, humanizes their brand, and lifts their message. In collaboration with designer French-Canadian Catherine Potvin, we developed a couple of secondary illustrations representing different product features to add personality and charm to the brand. They help the brand speak to technical subjects like data, OKRs, and onboarding, making them approachable and engaging.

In a category dominated by stock photography, we wanted to hero workers and employees in their working environments. Also, the studio collaborated with Sydney-based photographer Benito Martin. Together they created a suite of images that feel positive, warm, and in the moment.