Mark Bunting and Kharyn Lucas are on a mission. The founders of Profiles.NZ are out to make New Zealanders friendlier and more confident. Using a unique formula of customised communications and the psychology of style, Mark and Kharyn not only want to find their clients’ fire, they want to spread it.
But their existing brand, Buntycom, wasn’t firing the success they knew their business was capable of, so Mark and Kharyn stepped through the doors of HGB in search of a rebrand.
One of Profiles.NZ’s services is Mark’s highly successful dotting workshops. This precognitive communication method encourages individuals and corporate groups to identify, through a series of questions and tasks, what type of communicator they are.
The second, and equally important, phase of the dotting workshops enables individuals to learn how to communicate with others in the other person’s language.
Mark is a purple dot. He’s a visionist who thinks as he talks and, by right of his own admission, “doesn’t do much detail”.
“The purple in me had too many ideas for our rebrand and I was simply going round in circles,” Mark says. “What we didn’t realise at the time was we needed to know our why, and that’s exactly what HGB discovered.”
Kylie Harcourt, HGB’s creative director says Mark and Kharyn had a unique business offering which was unrivalled in the marketplace, but the existing brand wasn’t reflecting this offering as well as it could.
“We believed Mark and Kharyn would benefit from discovering their core purpose. They knew what services they offered, who could benefit most from it, who their target market was, but underpinning it all they didn’t really understand why they were doing what they were doing.”
Mark says discovering their why was incredibly powerful.
“The process HGB took us through to unearth our why was the most defining moment in our business,” he says. “HGB shared our vision, they found the common ground that we operate from, and from there they turned it into something visual.”
HGB’s senior designer, Katrina Wilson, was tasked with turning Mark and Kharyn’s why into a new company logo.
“Mark and Kharyn offer a range of services, and although they can be offered as a package, they also work as standalone services. We needed to create a brand that encompassed the holistic nature of the company,” Katrina explains.
“The tag line is ‘spreading fire’ so I wanted the logo to represent that element of fire, but we also needed to incorporate Mark’s coloured dotting system into the mix, as well as ensure it reflected Kharyn’s style.”
Katrina got to work, but at no point in the process did Mark and Kharyn feel left out of the loop. “We felt very involved,” says Mark. “HGB had really grasped the core purpose of our business and were able to translate that into a logo which we wouldn’t have been able to do.”
The resulting visual was a clean, fun brand with impact.
“The logo is really adaptable. It speaks to everything we do and it translates well digitally.
“Most of all though it physically excites us. It jumps out at us, but not in a jarring way and it depicts the fire we are helping to spread. We’re really happy with it.”