Building on an excellent mark that was developed by HRCI’s board member, Alan Siegel, and guided by the brand strategy developed by Clarity Group, we set about implementing the brand across a number of touchpoints and refining the assets to create a comprehensive visual brand system. We completed the brand toolkit by refining the seals, digital badges and social media avatars, as well as the photo library. We codified how to use the new logo across applications as varied as conference banners and a tradeshow booth; stationery and presentation templates; email templates membership collateral; certificates and pins. We also designed brand launch materials, including a printed brand spirit book and drafted the letter from the President. At the end of the project, we produced a detailed brand style guide to ensure that the internal team and future team could carry the brand forward.