Branding and web design for a new Longford HR consultancy that launched with its CRM already running

PurpleTree HR's founders were starting a consultancy from scratch, without a brand identity, a website or any systems behind them. They wanted a firm that understood what it's like to manage 15 employees while trying to grow a business. But the market they were entering looked much the same, with most Irish HR firms in safe corporate blues and greys, opening with compliance-speak and fear. As a new firm, PurpleTree also had to earn trust without a track record to point to.

Purple, in a market of corporate blue

Hardly any Irish HR firm uses purple, so making it the centre of PurpleTree's brand development sets the firm apart at a glance. It's a colour associated with wisdom, trust and creativity, and the tone of voice follows suit: conversational and knowledgeable, professional without sounding corporate.

A website that earns trust before it asks for anything

A new firm has no track record to show, so the website had to earn trust in other ways. We organised it around the problems clients need solved rather than a list of services, so a page is called 'Employee Relations Support' rather than 'HR Consultancy Services'. Every page shows the real team instead of stock photos. The resources section gives away templates and guides before asking anything of the visitor, and the blog explains compliance in plain English.

Systems in place before the first client

We built a custom CRM that handles lead qualification, client onboarding, document generation and time tracking, and had it running before launch rather than adding it once clients arrived. Automated marketing workflows take care of the repetitive tasks while keeping each message personal, which keeps routine marketing off the team's plate.

Since the day PurpleTree opened, every lead has been tracked and every new client onboarded through one system. The site also ranks for a number of relevant HR searches, which gives the consultancy a steady base for its SEO.

A new business without a track record can still earn trust by showing the real people behind it and giving away something useful before asking for anything. Naming your services after the problems clients want solved makes it easier for them to see themselves on your website. Setting up how you'll track leads and onboard clients before launch means your first clients get the same organised start as everyone after them.

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