As part of LexisNexis Risk Solutions, UK-based XpertHR had grown into a human resources powerhouse comprised of four different sub-branded product divisions. As it continued to expand its global geographic footprint and product portfolio, the company needed to consolidate the various business sub-brands under a single overarching brand identity with a unified market presence. The main objective was to accommodate future organic growth and expansion through acquisition. 

XpertHR developed a reputation for delivering trustworthy HR legal and compliance data solutions. Their expertise, analytics, and partnerships helped differentiate the company from fierce competition. However, half of its customers identified XpertHR as one product and did not connect the name with the breadth and depth of offerings its sub-brands provided. XpertHR needed to create a cohesive and consistent new brand image recognized for wide-ranging HR people data and analytics capabilities.