Focused Marketing - Coloured Squares

HR synergy consulting

Logo Design | Style Guide | Strategy | Website Design | Copywriting | Business Cards | Marketing Assets


Founded by HR executive and thought leader, Sonia La Penna, HR Synergy Consulting are Brisbane-based HR advisors.

Sonia’s personal profile is strong and we aimed to use this to leverage her company brand, while communicating their core values of being professional, clear and thorough in their advice. HR Synergy Consulting had an existing website but it didn’t deliver on these core brand promises. There was also no logo or consistent branding in place.

Focused Marketing was tasked with implementing a complete new brand including a style guide and new website.


We took onboard Sonia’s preferences for a logo and brand that was stylish, clean and minimal, utilising lots of white space and minimal “pops” of colour.

Sonia had expressed her liking of monogram style logos. While we initially experimented with the letters “HRSC”, these letterforms didn’t complement each other well so a new approach was required. We eventually decided to work with the letters “S” and “C” for “Synergy” and “Consulting”, as these letters could be elegantly combined to create a flowing monogram logo that embodies the synergy aspect of the brand.


We supplied the client with a style guide and logos in a range of formats. We produced business cards with rounded edges to complement the rounded forms of the monogram, and a silver foil logo to reflect the premium service on offer. The HR Synergy Consulting website was launched in early March 2021, with copy, website development and design by our team. Moving forward, Sonia can take great pride in having a beautiful and unified brand presence that will deliver confidence to clients that they are in safe hands – but not boring hands.