Enterprise Rebrand
Country Base: Canada
Industry/Sector/Keywords: Human Resources, Talent Services

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

Morneau Shepell is a world leader in providing digital and in-person solutions that support the total wellbeing of individuals – helping companies attract and support their employees.


However, the company’s name (from the legacy of its founders) and its existing brand identity (corporate, subdued, formal) no longer adequately reflected the company’s offering or its position as a global leader. Morneau Shepell needed a change.


After an exhaustive search for a new name, the company assumed the name of one of its lines of business – LifeWorks. The new name and wordmark was a perfectly distilled verbal expression of the entire company’s purpose. It is strongly rooted in the idea that by improving a person’s life and wellbeing, they will be happier, healthier and ultimately more engaged and productive at work. This is also reflected in the company’s core purpose: Improving lives, improving business.

A new symbol was created to tell a visual story of the company. The two diagonally opposed circles (one fully coloured in, the other open) suggest the interplay and overlapping realities between our personal and work lives.

The visual identity is supported by a comprehensive brand system all tied back to the company’s purpose. The purple brand color adds a humanizing element conveying a calm and comforting feel that stands out in contrast to the business-like clarity of the black wordmark. Documentary-style photography that feels natural, real and relatable shows the ways life and work are intertwined. The illustration style is warm and relatable and communicates a wide range of emotions.

As part of the rebrand process, seven smaller websites were reconciled into a single global website with a unified brand expression, and simplified user experience.


By coming together under a singular, evocative name and comprehensive brand identity system, the reimagined LifeWorks projects an image that is more compelling, friendlier, modern, and human-centric.


Client: LifeWorks – www.lifeworks.com

Brand Strategists/Designers: Concrete – www.concrete.ca

Website Redesign: Concrete and Foster Interactive – www.fosterinteractive.com