For our client Fluxus HR, my art director Enrico Massone and I rebranded a series of HR programs and tools that used to have a pretty dull outlook and extremely complicated names. We wanted to let our client's customers concentrate on feelings of personal development, challenge and self-discovery, as well as let them know exactly what they were supposedly paying for. We worked on two different semantic layers: a foregrounded, emotional layer where highly evocative concepts are presented within the names (all dealing with ideas of growth, motivation or trust, e.g. "MOVE", "RISE", or "COOPERATE") and a backgrounded, technical layer where the core, HR concepts of what the programs and tools actually stand for are presented within the acronyms (e.g. "FLOW" is a leadership program whose name stands for "Fostering Leadership from Ordinary to Worthwhile").
In order to separate programs from tools, we named all programs with verbs (because they imply actions) and all tools with nouns (because they are objects). Moreover, programs and tools are actually combined in meaningful ways: for example, in the program EXPLORE, customers should use the tool MAP; in the program SPROUT, customers may use the tool LEAF, etc.
