Randi Gibson – Anthropy Rebrand

About

Anthropy is an HR product developed by EINC, the product allows employees to invest in their organization's culture while also investing in themselves with the goal of improving employee engagement. By putting team members as the primary stakeholders, and fostering team-member engagement by empowering them to be part of the story they tell externally about themselves.

The Challenge: What would be the best way to build a brand for an HR platform that helps employers and employees develop an authentic and empathetic culture so that employees are more engaged and fueled by the work they do?

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User Research

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THE SOLUTION

To prepare for this rebrand, I performed a company history audit and competitor audit. The goal of these audits was to learn what was already in the market, and how Boots positioned themselves in that market. Additional research methods for this rebrand were creating personas, refining Boot's mission statement, creating mood boards, and sketching logo possibilities that felt reminiscent of the previous mark, but still new and fresh.

Interestingly enough, a few years after I completed this project in school an actual rebrand of Boots was released. Read about the 2020 rebrand of Boots, by Coley Porter Bell, here.

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