Sage & Cedar Branding & Website Design
services:
Signature Squarespace Website, Signature Branding, Illustrations
When Leanne first got in touch, she'd already made the big decision to rename her business from LeannaJ Consulting to Sage & Cedar HR. It was a huge step, but one that instantly gave us a much stronger foundation to build from. Instead of designing around a founder's name, we could create a brand with meaning, personality and room to grow.
One thing that came through really clearly in the brief was that she wanted to move away from the traditional perception of HR. The goal wasn't to look corporate or intimidating. She wanted the business to feel warm, practical, approachable and genuinely human, while still carrying the level of professionalism and trust expected from an experienced HR consultant.
That balance became the challenge throughout the project. Too soft, and the business risked losing credibility. Too corporate, and we'd end up right back where we started.
The final identity sits somewhere in the middle. A handwritten logo adds warmth and personality, balanced by refined typography and a natural colour palette that feels established without relying on the predictable corporate blues so often seen throughout the HR industry.
We also created a suite of custom illustrations inspired by the brand itself, giving Sage & Cedar another distinctive layer that could be carried consistently across the website, presentations and future marketing material.
The website follows exactly the same thinking. Every page was designed to feel calm, easy to navigate and reassuring, giving potential clients confidence that they're dealing with an expert without overwhelming them with policies, legislation or HR jargon. The custom illustrations continue throughout the site, adding warmth, personality and a recognisable visual thread that helps the brand feel memorable without distracting from the content.
Looking at the finished project, my favourite part isn't actually the logo or the website. It's that the business now feels exactly how Leanne described it in her brief: elevated, approachable, practical and refreshingly non-corporate.
Visit the website: sageandcedarhr.com.au
