The Brief
Lifetime Training's internal communications had no consistent identity. Messages felt top-down, corporate and easy to ignore, and engagement with internal channels was low across a distributed, fast-moving team.
The Solution
Developed the Huddle brand from the ground up including naming, logo exploration, visual identity, brand guidelines and a full communications asset suite. The visual language is inclusive, energetic and human, with the tagline United Minds, Shared Success anchoring the entire identity.
Ran conversations with team members across departments to understand what internal communications were missing, with the consistent answer being that messages felt top-down and easy to ignore.
Generated multiple naming routes before landing on Huddle, a word that immediately communicates togetherness, informal collaboration and shared momentum.
Developed logo concepts centred on a connected-nodes mark, a geometric illustration system, a warm energetic palette and a typographic voice that felt accessible without losing professionalism.
Built a full brand guidelines document with ready-to-use templates for newsletters, presentations, posters and digital communications, making it easy for non-designers to stay on-brand.
+25% participation in internal communications channels and +40% improvement in employee satisfaction scores within the first measurement cycle.
The brand's visual language was carefully crafted to be inclusive, engaging and aligned with the company's values.
Internal Communications Team, Lifetime Training