Making Human Resources More Human
From building better feedback processes to developing human-centered leaders, 8Kind Co. is at the forefront of organizational change management. The company, formerly known as Powerhouse Group, was founded as the parent organization to Open360™.
the problem
A new name for a new era of work
After building Open360™, the 8Kind Co. team (formerly Powerhouse Group) saw an opportunity to expand their services into organizational consulting. However, their existing name felt aggressive and intimidating—the opposite of the brand’s ethos and values. As the company prepared to launch, they sought a brand partner who could help them rename their company and design a visual identity and website to convey their brand ethos and help them connect with their ideal customers.
the solution
Building an intentional and representational brand
The Strange Salt team began the naming process with a brand intensive session. During this session, the Powerhouse Group team was able to gain clarity around their services and how they would like to talk about their organization, their offers, and what makes them difference. The team continuously turned to themes of humanity, empathy, and care in the workplace—traits that are unfortunately uncommon in such a human-centered field.
With these themes in mind, the Strange Salt team developed three different naming frameworks, including naming conventions, initial trademark research, competitive analysis, and copy and tagline samples. Ultimately, 8Kind Co. was selected, a name representing ongoing growth and change in collaboration with organizations.
Following the naming selection, Strange Salt developed a visual identity and website for the newly minted 8Kind Co. The team developed a holistic brand system that feels warm and welcoming. The brand features a mix of bright colors and neutral tones, fluid icons and symbols, and light-hearted, growth-focused language. The brand serves as a parent company for Open360™ and fits hand-in-hand with the products identity.
the collective
Jamie is a brand strategist, serial hobbyist, and the founder of Strange Salt. From managing people and facilitating collaboration to building brands and developing marketing plans, Jamie's experience spans eleven years and multiple industries. She's also the host of Scope Creep (with fellow collective member Liz Talago), a podcast for solopreneurs.
Strange Salt isn’t Jamie’s first rodeo. Formerly, she owned The Ruby Cookie, a cult-favorite cookie company. Before carving her own path in business, Jamie honed her skills at Visit Franklin (Tennessee) and various marketing agencies. She and her husband live in Nashville with their two rescue pups, Georgia and Snoop.
When she’s not working, you can catch Jamie cycling Nashville's greenways, tinkering with her 1932 Chandler & Price printing press, or traveling the world in search of the ultimate sandwich. A former spin coach, Jamie brings that same energy and drive to everything she does, infusing her work with high energy and enthusiasm to encourage clients every step of the way.
Sara Strese is a seasoned brand and web designer based in Louisville, Kentucky, with a passion for crafting visual identities and digital experiences that resonate with audiences. With over eight years of experience, Sara has launched over 60 brands and two apps, working closely with business owners to bring their visions to life.
The founder of Good + Ready Co., Sara excels in brand mapping, using audience profiles and brand archetypes to create visual identities and websites that go beyond aesthetics. Sara's expertise lies in building meaningful connections between brands and their audiences through strategic design. She has collaborated with brands in hospitality, beauty, and more, always emphasizing the importance of intentional design in driving business success. She values authenticity and craftsmanship in her work and has a knack for helping business owners feel belonging in their brand.
Sara enjoys painting, hiking, and reading. She can often be found exploring new restaurants, hiking, and spending time with her wife and Jack Russell Terriers.
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