04/11/2025
Two years ago, Lisa had an insight that wouldn’t let her go.
HR leaders feel incredibly lonely—despite being surrounded by people all day.
She’d lived it herself. At 26, managing 52 people under intense scrutiny. Two decades of consulting, watching capable leaders struggle in isolation. The weight of confidential information. The challenge of being a conduit between staff and executives with no one to process it all with.
So she started building something different.
An expert panel of generous, smart, funny people with deep experience. A place where overwhelmed HR leaders could finally think out loud without politics or agenda.
She called it HR Brains Trust.
When Lisa reached out about branding, she told me later that the decision was easy. It was the curiosity I brought to our first conversations. The questions that went deeper than surface-level aesthetics.
We spent 2.5 hours in brand immersion. Not rushing. Just excavating.
Then came the breakthrough moment.
Lisa realised something profound: her expert panel wasn’t just teaching collaborative workplace culture—they were already living it.
They were the proof of concept. The demonstration of what’s possible when you do workplace relationships right.
Everything clicked.
The loneliness insight became positioning. The collaborative model became differentiation. The “white space” she created for clients became a design philosophy. Her authentic values—fairness, kindness, courage—became brand personality.
“It all flowed but had structure,” Lisa said. “It was like we’d been working together for years, which is what made the journey so enjoyable. The overall look and feel is exactly what I am looking for,” she told me when she saw the final identity. “It’s very exciting!”
From her coach, Rachel Bourke, at SalesSpace: “This is music to our ears. We are thrilled with the result.”
HR Brains Trust launches this November with a brand that actually reflects who they are—not some polished version of what they think they should be.
