Human Resources
becomes human

Booz Allen Hamilton's human resources department lacked a coherent look and feel and most communications failed to create empathy with its 23,000 employees. I worked as part of a team to create a wordmark and sub-brand icon badges for the different departments within human resources. Instead of keeping their institutional names such as Inclusion & Diversity and Rewards & Compensation, I suggested we change them into pithy active verbs, matched with two-word taglines. We then created evocative line-based icons to give each department ownership and pride. The style guide also featured photography styles, color and type guidance and delicate patterns to communicate human relationships, used throughout the guide and collateral.  The HR team was thrilled with the work and has used it extensively throughout their collateral and intranet sites.

Credit: Nune Vartanyan, designer