Design
Spearmint HR
Strategy / Brand Identity
HR shouldn’t feel like a roadblock
—it should feel like a breath of fresh air.
When Brightmatter HR came to us, they had a vision: to transform the perception of Human Resources from a rigid, transactional function into a modern, people-first experience. They knew their work was already different—more human, more effective—but their brand didn’t reflect that. That’s where Focused Forward came in.
The Challenge
Brightmatter HR needed more than just a new logo. They needed a full transformation—one that aligned their name, identity, and voice with their purpose: delivering bold, effortless, and effective HR solutions that empower both businesses and employees. Our task was to help them shed the traditional feel of HR and reintroduce themselves to the world with clarity and confidence.
“the approach is modern, sleek and refreshingly different.”
Our Approach
We began by diving deep into strategic discovery—uncovering what made Brightmatter HR tick and where they wanted to go. Together, we landed on a name that captured their essence: Spearmint Human Resources—fresh, modern, and intentionally different.
From there, we built a brand from the ground up:
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Strategic Direction and Naming
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Logo and Icon Design
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Tagline Development
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Color Palette and Typography
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Visual System and Illustration Style
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Content Strategy and Messaging
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Website Design and Development
Every element was designed to support their mission of making HR simple, smart, and stress-free.
The Result
The new identity for Spearmint HR is modern, sleek, and refreshingly human. From the sharp yet approachable visual direction to the vibrant and clear messaging, the brand now confidently communicates its value: no unnecessary fluff—just results.
The new website, spearminthr.com, brings the identity to life. It’s bold, clear, and easy to navigate—just like Spearmint’s approach to HR.
What Made It Work
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Clarity of Vision: Spearmint knew who they wanted to be. We helped them say it.
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Collaboration: From naming to design, the project was built on close, strategic collaboration.
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Consistency: Across every touchpoint—from visuals to voice—we created a seamless brand experience.
Looking to redefine your brand?
Let’s make something bold, fresh, and future-ready—together.
👉 Contact info@focusedforward.ca