Exhibition Summary

Client: Amplify Work (Gillian Hynes)

Industry: Human Resources Consulting

Main Services: Brand Strategy, Brand Identity Design, Website Design & Development

Platform: Showit

Scope: Custom logo system and 19-page website with blog

Outcome: A professional and welcoming brand platform that supports Gillian Hynes’ consulting practice and thought leadership in human-centered workplace strategy.

The Challenge

Gillian Hynes is a respected HR professional whose consulting firm is dedicated to amplifying humanity in the workplace by helping organizations implement people-centred strategies that strengthen culture while supporting sustainable business growth.

With decades of experience in HR leadership, EDI strategy, reconciliation work, and organizational development, Gillian needed a brand that would reflect both the professional credibility required by corporate clients and the deeply human philosophy that guides her work.

The brand needed to resonate with a diverse range of organizations from corporate leadership teams to public sector organizations and nonprofits, while communicating a clear commitment to empathy, inclusion, and meaningful workplace transformation.

At the same time, the website needed to support Gillian’s expanding consulting practice by clearly communicating her services, showcasing her thought leadership, and creating a professional digital presence that could grow alongside her work.

The Solution

Curator partnered with Gillian to develop a brand identity and website that would express the core philosophy behind her work: amplifying humanity in every workplace.

Unlike many branding projects, Gillian came to the process with a strong and well-developed voice. She wrote the website copy herself, bringing clarity, warmth, and strategic depth to the messaging. This created a highly collaborative design process in which the visual identity and website structure were carefully crafted to support and amplify her words.

The result is a brand that feels professional, grounded, and human, reflecting the empathy and courage that define Gillian’s approach to organizational change.

Brand Personality & Strategic Direction

From the earliest conversations, the brand persona was shaped around three core qualities that reflect Gillian’s leadership style and consulting philosophy:

Empathy: A deep commitment to listening, understanding, and creating workplaces where people feel heard and valued.

Courage: A willingness to challenge outdated workplace practices and guide organizations through meaningful change.

Collaboration: A belief that lasting transformation happens when leaders and teams work together to create inclusive and respectful workplace cultures.

These values informed the entire design process, ensuring the final brand would feel authentic to Gillian’s voice and aligned with the organizations she serves.

Amplify Work provides organizations with human-centered HR, EDI, and reconciliation solutions designed to strengthen workplace culture while supporting business growth.

Brand Identity Design

Gillian requested a colour palette that would feel vibrant, professional, and welcoming while maintaining the credibility required in corporate environments.

The final palette includes:

• Turquoise, representing growth, clarity, and positive transformation

• Deep navy, grounding the brand with professionalism and trust

• Golden yellow, introducing warmth and optimism

These colours are balanced with crisp white and neutral tones to create visual clarity while maintaining a welcoming, human-centered feel.

Typography was selected with legibility and professionalism in mind. Clean, highly readable typefaces ensure the brand feels polished and accessible, particularly for corporate audiences reading longer-form content and service descriptions.

The final identity system balances warmth with authority, reflecting Gillian’s ability to guide organizations through complex cultural change while maintaining empathy and collaboration.

Mood Board

Website Strategy & User Experience Design

Curator designed and developed a custom 19-page website using the Showit platform, creating a flexible digital home for Gillian’s consulting practice and thought leadership.

The website was structured to clearly communicate Amplify Work’s core services while guiding visitors through an educational journey that reflects Gillian’s collaborative approach to consulting.

The site highlights several key service areas, including:

• Fractional HR leadership for organizations needing strategic HR expertise without a full-time executive hire

• Customized HR consulting services tailored to organizational goals

• Learning and development programs designed to support leadership and cultural transformation

• EDI strategy development and implementation

• Reconciliation and Indigenous community engagement consulting

• Keynote speaking and leadership development programs

Because Gillian’s work centers on thoughtful, long-term organizational change, the website prioritizes clarity, trust, and relationship-building rather than aggressive sales tactics.

The site also includes a dedicated blog designed to support Gillian’s thought leadership, providing space for articles on human-centered leadership, reconciliation in HR practices, and workplace inclusion.site, translating complex energy topics into language accessible to both industry professionals and homeowners exploring renewable energy for the first time.

Note:

Client exhibition images represent the design as delivered at project completion. Live websites may evolve over time as clients independently update content or modify layouts.

Collaboration and Creative Partnership

One of the most rewarding aspects of this project was the collaborative process itself.

Gillian was an exceptional partner throughout the project, bringing both strategic insight and creative openness to the work. She provided the full website copy and messaging while trusting Curator with the visual design and digital experience.

This balance of creative freedom and thoughtful collaboration allowed the project to evolve naturally, resulting in a brand that feels deeply authentic to Gillian’s voice and mission.

Scope of Work

Curator partnered with Amplify Work to develop a professional brand identity and digital platform to support Gillian Hynes’ consulting practice.

Brand Strategy

• Competitor Analysis

• Brand Positioning

• Ideal Client Persona Development

Brand Identity Design

• Visual Brand Identity Development

• Colour Palette Design

• Typography Selection

• Brand Visual Language Development

Website Design & Development

• Responsive Website Development

• Custom 19-Page Website (Showit)

• Website Architecture and User Journey Design

• Service Page Layouts

• Blog Design and Content Infrastructure

Project Outcomes

• Launch of the Amplify Work brand identity and professional website

• A polished digital presence aligned with Gillian’s leadership voice and consulting philosophy

• Clear communication of Amplify Work’s services across HR consulting, EDI strategy, reconciliation work, and leadership development

• A blog platform supporting Gillian’s ongoing thought leadership and professional visibility