By: Janice Rudkowski
Director, Marketing & Communications
Of all the trade shows and conferences that we attend throughout the year, it’s the Human Resources Professionals Association (HRPA) annual conference that is definitely the most anticipated amongst the Career Edge Organization team. It’s the perfect opportunity for us to showcase our organization for 3 full days, and we also participate as conference attendees allowing each member of our team to take advantage of professional development and continuous learning opportunities.
The HRPA Annual Conference and Trade Show is one of the largest HR events in North America and we have participated as exhibitors annually in order to raise our profile in the HR community as well as network with host or potential host employers, post-secondary institutions and partner organizations. The trade show is also an opportunity to learn about innovative new HR services and opportunities. Human Resources professionals, practitioners and students from across the country, spanning diverse ages, backgrounds, specialties and sectors participate in the Tradeshow, and attend the Conference.
This year, we leveraged the popularity of the show to unveil our newly re-freshed Career Edge Organization brand identity! Our new and modernized brand aesthetic is being introduced at an opportune time when we celebrate two very important milestones: not only has Career Edge Organization been in business for 15 years, but we also recently reached and surpassed 10,000 internships.
The exercise to develop and design a new brand identity is never easy – it takes time and patience but most importantly it takes a strong understanding of the current brand and vision of the organization. We enlisted the help of a very talented team at Tamm+Kit Communications, a creative design agency based in Toronto who specialize in employer branding and recruitment advertising, to collaborate with us on this re-branding journey.
The overall inspiration for our new brand identity was the concept of a kaleidoscope because it’s a word and image that is the embodiment of what our organization represents: diversity, vibrancy, authenticity, movement and change. We envisioned the concept of a kaleidoscope to visually represent the wide array of high quality talent within our paid internship programs, and we believe its characteristics are reflective of our value proposition and renewed approach to, and outlook on, our business moving forward.
What resulted was a fresh, dynamic and modern brand logo and identity and refined messaging to support our outreach and communications to our wide range of stakeholders while representing our leadership role in our industry.
Over the next few months, we will be rolling out our new brand identity – across all of our online and offline communication channels while gradually retiring our “old” brand system.
If you are planning to attend the HRPA 2011 annual conference please feel free to stop by our booth #643 to say hello and experience our new brand firsthand.
It’s an exciting time at Career Edge Organization! We will continue to look forward, and be inspired by diversity, innovation and authenticity as we embark on new opportunities and leverage our newly re-freshed Career Edge Organization brand!