Liquid Courage | Kristy Lee Design

My fellow designer friend, Becca Wang and I embarked on the visual refresh for HR Cloud. It initially did not start as a full rebrand, but simply a separation of the two companies of HR Cloud and Neogov. Neogov is the older, parent company that focuses on the public sector, while HR Cloud was its younger company focused on the private sector. Over the years of their existences, their branding and style were very close to being the same. We were on a time crunch to introduce a visual refresh for HR Cloud as the team needed to build a new website in time for a conference.

I was approached in January 2019 with an opportunity to brand a private therapy practice. Coming from a family of therapists, I immediately jumped on the project and began a wonderful 3-month journey to build a brand that best represents Cindy Shu Therapy.

I was approached in January 2019 with an opportunity to brand a private therapy practice. Coming from a family of therapists, I immediately jumped on the project and began a wonderful 3-month journey to build a brand that best represents Cindy Shu Therapy.

The first part of my working relationship with Cindy was to establish who she is as a therapist and what her practice stands for. We've had many conversations and collaborated in intensive working sessions to clearly define her mission, values, and goals for her practice. A strong design comes from a well-defined brand, in which we set out to do using a breakdown of branding terms to build the voice of her practice.

HR Cloud

Liquid Courage

SERVICES

Creative Direction

Branding & Packaging Design

Illustrations

Production

Photography

Everyone needs a bit of liquid courage to get them through their first day at work. At HR Cloud, new employees are provided with a welcome kit that will give them just that. Liquid Courage is a set of three quality juices that invigorate and energize, designed with confident playfulness and just the right touch of humor for any new hire needing that extra boost of daring.

The branding conveys light-hearted vibes for the nervous employees. The illustrations display a change of state from their previous situation of feeling tired, nervous or shy to a better state of being more energized, calm and outgoing.

RECOGNITION

HR Cloud Liquid Courage has been awarded by Graphic Design USA 2017 American Package Design Award