Since 2008, we’ve been the friendly face of HR support, helping our brilliant clients through the highs, the lows, and everything in between. Back then, we started out with a sunny yellow flower – cheerful and full of promise. As we grew, so did our identity. We then embraced teal tones and introduced fingerprints, along with the tagline, “Human resources with the human touch.” It served us well.
But we’re not ones to stand still. And as our clients’ needs have evolved, so have we.
We’re proud to introduce Fitzgerald, our bold, refreshed brand that’s as confident and inclusive as the work we do.
Why the change?
Change is inevitable. And, when done right, it can be incredible. Whether it’s updating workplace policies or transforming your organisational culture, change brings growth and growth brings change.
Although our old teal-and-fingerprint branding has been with us through some fantastic years, we knew it was time for a makeover. We wanted our new brand to speak directly to who we are today.
So, we set out to design a look and feel that truly represents us – and more importantly, resonates with our people, clients, suppliers and partners.
What’s new with Fitzgerald?
We’ve changed a bit more than just our colours. Every element of our new branding has been carefully designed to reflect what we stand for and the value we bring to our clients.
Fitzgerald HR to Fitzgerald
Yes, you’ve probably noticed we’ve dropped the ‘HR’.
Don’t worry – it’s still what we do (and do well), but the workplace has changed and so have we.
HR has been under many guises over the years. Remember when it was called Personnel? Times moved on, and the name changed to reflect human resources as a strategic asset. Now, things are changing again. The conversation is no longer just about HR; it’s about people and culture.
We didn’t want to keep ourselves tied to a name that feels rooted in the past. Our work isn’t about staying still, it’s about helping you create a workplace that’s ready for the future.
Confident conversations
Let’s talk about the speech bubbles. They’re central to our new visual identity, symbolising the heart of what we do: empowering confident conversations.
Whether you’re delivering great news or navigating delicate workplace issues, we’re here to help you have those conversations… with confidence. We’re the steady hand that ensures you feel equipped and capable of handling even the trickiest people challenge.
HR can feel overwhelming at times, but with us by your side, you’ll feel unstoppable. So we thought it was pretty important to make sure our new brand reflects this.
The inclusive innovator
Next, let’s talk about the shapes. It’s all about inclusivity – a core part of who we are and what we bring to every organisation we work with.
We believe that every employee (regardless of whether they’re a blue square, yellow circle or pink triangle) deserves to feel they belong. And we’re here to make sure your policies, practices, and workplace culture champion that belief.
But this isn’t just about the work we do for you – it’s about who we are too. We walk the talk when it comes to inclusivity, embedding it into everything we do.
What does this mean for you?
So, what does our new branding mean for our people, clients and partners?
Our look may have changed, but our dedication to taking care of our people, clients and partners hasn’t. Whether it’s helping deal with the hard stuff or celebrating the wins. We’ve got your back.
You’ll get the same level of care we’ve always been known for – but now, with a fresh, bold identity that matches the confidence we bring to the table.
Can you think of a better way to kick off 2025? We can’t. Let’s get started.
