Crossroads: Human-Centered Branding for a People-First HR Company

Scope of Work

Crossroads is a Canada-based HR company that specializes in building strong, people-focused workplace cultures. With a mission to empower individuals and teams, the brand needed an identity that was modern, professional, and approachable—one that reflected its commitment to human connection while maintaining a credible corporate presence.

Our goal was to create a brand identity that visually communicates Crossroads’ core philosophy—putting people at the center of every decision.

Brand Identity & Logo Design

• The logo design incorporates a distinctive “O” with a face-like element, symbolizing the human-centric focus of the company.

• This subtle yet impactful representation ensures the logo is both modern and meaningful, reinforcing the brand’s approachability and expertise.

• The clean, contemporary typography was chosen to balance professionalism with warmth, ensuring the brand appeals to both corporate clients and employees.

Color Palette & Visual Language

• The color scheme—teal and dark blue—was selected to convey trust, stability, and reliability, essential traits for an HR-focused brand.

• Peach and white accents bring in a sense of warmth and clarity, ensuring that the brand remains inviting and people-first.

• The visual identity was designed for versatility, allowing seamless application across digital platforms, print collateral, and HR documentation.