The Brief
Develop a future-proof brand and identity to position the business as a growth-focused, forward-thinking strategic partner for businesses, through the development of their people.

Research and Insights
Working through a brand questionnaire with Alastair to gain insight and clarity into the scope of his offer and his ideal customer. Further research was undertaken to develop a deeper understanding of the target audience and how they viewed and understood the value of the HR/people function.

Learnings

• Moving away from a consultancy to a product-based model would add weight to the start-up and enable the business to grow.

• Clarity around the proposition was vital to get buy-in.

• To engage with the target audience, the business had to have an established, confident feel.  

The Solution

With start-up funds still tight, we developed a streamlined, brand-lite solution that let the business pursue its ambitions without overspending. While we held off on some of the more extensive brand pillars, we focused on the essentials, defining brand purpose, positioning, and personality, alongside crafting a visual identity, website, and a foundational set of visual guidelines to support future brand development.

We shaped a focused, uncluttered narrative to articulate the brand’s purpose, providing clarity and a strong starting point for the project.

As we explored the brand proposition, we refined the positioning to better align with customer needs. This process also surfaced valuable insights into the target audience and how best to connect with them. To address perception challenges, we renamed the business from ‘Alastair Clarkson Consulting’ to SPROUT — a name that reinforces the mission and paired it with a new strapline: Powering up your people to help your business grow up big and strong.

We wrapped up the project with a practical set of brand guidelines, giving Alastair the tools to grow the brand with confidence. As with all my clients, I remained on hand to offer ongoing support as he brought SPROUT to life.

The Result

The result is more than just a brand that reflects Alastair’s purpose and passion for his industry, it’s a professional and authentic identity that resonates. Since launch, he’s seen a rise in enquiries, providing the momentum and confidence to lay a strong foundation for future growth.

Feedback

Susi has revolutionised my business, she got right under the skin of what I was looking to achieve and led me to understand the impact a strong brand identity, getting my name right and understanding my value proposition could have. I've received an increase in enquiries within two weeks of re-launch and feel like my brand truly reflects what I am offering to the world. Anyone would benefit from her expertise to fuel their growth.

Alastair Clarkson
Founder

Sprout HR