Making Human Resources More Human

From building better feedback processes to developing human-centered leaders, 8Kind Co. is at the forefront of organizational change management. The company, formerly known as Powerhouse Group, was founded as the parent organization to Open360™.

the problem

A new name for a new era of work

After building Open360™, the 8Kind Co. team (formerly Powerhouse Group) saw an opportunity to expand their services into organizational consulting. However, their existing name felt aggressive and intimidating—the opposite of the brand’s ethos and values. As the company prepared to launch, they sought a brand partner who could help them rename their company and design a visual identity and website to convey their brand ethos and help them connect with their ideal customers.

the solution

Building an intentional and representational brand

The Strange Salt team began the naming process with a brand intensive session. During this session, the Powerhouse Group team was able to gain clarity around their services and how they would like to talk about their organization, their offers, and what makes them difference. The team continuously turned to themes of humanity, empathy, and care in the workplace—traits that are unfortunately uncommon in such a human-centered field.

With these themes in mind, the Strange Salt team developed three different naming frameworks, including naming conventions, initial trademark research, competitive analysis, and copy and tagline samples. Ultimately, 8Kind Co. was selected, a name representing ongoing growth and change in collaboration with organizations.

Following the naming selection, Strange Salt developed a visual identity and website for the newly minted 8Kind Co. The team developed a holistic brand system that feels warm and welcoming. The brand features a mix of bright colors and neutral tones, fluid icons and symbols, and light-hearted, growth-focused language. The brand serves as a parent company for Open360™ and fits hand-in-hand with the products identity.

the collective
You gave us wings! You helped us create a message and strategy to share our offerings and market our product in the right space.
Collette Revere
Open360™ + 8Kind Co.

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