This project started with name ideation for a cloud-based hr performance and compensation software. As an industry leader, JH Donahue and Associates had been offering performance and compensation evaluation services for years and wanted to venture into offering their clients a simplified, elegant solution that met their hr needs.
One of the core goals of developing this brand name + identity was the idea of simplicity. As a hallmark of their cloud software, they wanted to be sure that they communicated simplicity at every turn.
They originally consulted me to vet the names they were considering and after we talked, it became clear they needed assistance in naming their project so that it resonated with their target market.
Their original concepts centered around ideas like exploring and direction. I started with building a language database to draw from these ideas to come up with a selection of names that embodied the concepts at a deeper level. After thoughtful consideration of the options I presented, they chose Constellation HR which is a beautiful and simple name that reflects their core values.
I love hidden meanings in names and Constellation HR has the visual memory of sailors navigating the seas at night, finding their way using the night sky. In a situation that is potentially dangerous and confusing, the stars and constellations gave clarity and direction, much like Constellation HR does for their HR clients.