The Public Sector Human Resources Association 

CHALLENGE

The International Public Management Association for Human Resources (IPMA-HR), the leading public sector human resource organization in the world, needed to evolve its century-old brand to stay relevant to attract the next generation of members.

SOLUTION

Change the organization’s long and nebulous acronym to a shorter, more memorable name: The Public Sector Human Resources Association (PSHRA, pronounced PASH-rah to hint at the passion its members have for their work).

Design a modern, welcoming, and multi-colored logo that reflects the diverse individuals who connect through this inclusive organization. The blue and red lines in the icon create an arrow, symbolizing PSHRA’s leadership in the industry and its role in advancing members' careers.

Develop a brand awareness campaign to reintroduce and solidify PSHRA’s commitment to empowering public sector HR professionals.