Second Brain: A Trailblazing HR Company
Brand Strategy / Brand Identity / Animation / Headshots / Website Design / Web Development
When Second Brain came to us, they didn’t just want a brand—they wanted to help redefine the way people think about HR. Founded by the dynamic Lexi, Second Brain was on a mission to shake up an industry often seen as stale and disconnected. Our challenge? To build a brand that would make HR feel more human, engaging, and yes, even fun.
Strategy: Making HR People-Focused
We started by flipping the traditional HR narrative on its head. Instead of the usual corporate jargon, we envisioned HR as something people would actually want to engage with—a space that empowers and connects. Our goal was to position Second Brain as the fresh alternative to the outdated processes that bog down the industry. The big idea? To build a brand around the concept of "HR that feels like community," where collaboration and empowerment are at the core. This idea became the foundation for every design decision and brand touchpoint.
Real Talk : Speaking to Humans, Not Corporations
With our strategy in place, we developed a verbal identity that resonates on a deeply human level. We avoided corporate jargon in favor of clear, approachable, and empathetic language. Our messaging speaks to both individuals and teams, transforming HR from a chore into an opportunity for growth and connection. We also infused the brand with a sense of levity, creating names and terms that bring lightness to a traditionally serious field.
Brand System: Fresh, Approachable, Empowering
From the ground up, we designed a brand system that breathes life into HR, reflecting Second Brain’s focus on empathy and collaboration. We chose vibrant colors and organic shapes to create a visual language that’s as dynamic as the people it serves. This bold, playful approach was crucial in conveying Second Brain’s modern take on HR, especially considering their educational components like workshops and resources for budding professionals.
We combined typography, color, and custom illustrations into a cohesive system that’s both fresh and approachable. The typeface is modern and friendly, ensuring clarity while maintaining the brand’s approachable vibe. Vibrant colors inject energy into the brand, breaking away from corporate norms and adding a playful touch that makes HR feel more engaging. Dynamic illustrations further bring the brand to life, making HR not just effective, but enjoyable.
The entire design system is flexible, seamlessly adapting across mediums—whether on a website, business card, or internal document—while maintaining a consistent brand experience. In a world where HR can often feel stale, Second Brain’s brand is a breath of fresh air, embodying a new, human-centered approach to the industry.
A Special Thank You
High fives all around to Second Brain’s fearless leader, Lexi, whose vision and dedication made this project a true collaboration. Her commitment to building a values-driven community inspired us every step of the way, and we’re proud to have helped bring her vision to life.
