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May 13, 2019

Creating an HR Company that Wins

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Vinna HR (formerly New Leaf) is an experienced and personal HR company, focusing on making real connections with the businesses they serve. We’ve seen this firsthand, since Vinna is our own human resources partner. They came to us to completely redesign their brand, updating their name, website, business cards and brand book.

Vinna’s former name, New Leaf, reflected the new leaf that their clients were turning as they looked to expand their HR offering. We came up with a name that shifted focus from clients’ starting points to Vinna’s ultimate goals for their clients and their employees: happiness. Vinna, both the Swedish word for “win” and the Icelandic word for “work,” captures their aspiration to cultivate joy and win at work.

This celebratory tone carries over into our design work, with illustrative elements like pennants and sporty badges. Their logo is another cheerful element that symbolizes the three partners of the business enjoying HR victory.