Client: Thrive
Industry: Administrative/Human Resources/Payroll


Find a way to take a negative perception of a brand and replace it with something fresh that could be sold to a larger company providing the same services.


The President and CEO of Thrive-HR was seeking a way to position the company and its services to compete on a level with larger PEOs, who offered similar services. HCP collected some initial diligence on the historical aspects of the company and feedback from clients and also reviewed its major competitors. The research revealed that the company would benefit from reinventing its existing company culture. This in turn would not only impact the productivity and employee attitudes but would also work to improve the perceptions current clients had of the company.

HCP’s initial work was driven towards revamping the existing brand and then repackaging the services for use in new corporate collateral (website, brochures, cards, leave-behinds, etc.). All new collateral utilized the new brand, logo, and message, which was, “We help your company thrive.” The new brand drew heavily upon a nature motif, emphasizing the role of Thrive-HR in helping to nurture and grow their clients’ businesses.

Additionally, we were able to relocate the company to a more suitable office environment and after the move was complete, HCP assisted in rolling out the staff and client transition plan of the new brand and the new message.  The message was very appealing to the clients and staff, whom, as a result of its relevancy, were on board, supporting the idea.

After only two years, the company was approached by a larger competitor seeking to grow in Florida, who purchased the company in early 2011.