
Hutchison Consulting
Hutchison Consulting helps organizations build and sustain high-performing, people-first cultures through strategic HR consulting, talent assessments, and leadership development. Based in Columbus, Ohio, the firm partners with clients across the U.S., Canada, and Europe — from growing SMBs and nonprofits to mid-sized companies and municipalities.
Their services include organizational consulting, leadership training, fractional Chief People Officer support, and proprietary research tools such as the Voice of the Employee Study®, DiSC®, PXT Select®, and CheckPoint 360°. The brand needed to balance executive-level credibility with warmth and reassurance — embodying Hutchison’s role as a thoughtful, people-centered partner.
Deliverables
Creative Direction & Mood Board
Custom Logo System + Variations
Color Palette Development
Typography Pairings
Brand Patterns
Letterhead & Business Cards
Stock Photo Curation
Brand Style Guide
Brand Messaging & Copywriting
Content Audit & Competitor Analysis
Information Architecture & Card Sorting
Custom Website Graphics & Assets
Responsive Website Design & Development
Introduction
When Hutchison Consulting came to me, their existing website no longer reflected the scope or depth of their expertise. The challenge was twofold:
Clarity — they offered a wide range of services and tools, but needed a structure that made these offerings easy to understand.
Identity — their visual brand lacked the reassurance, professionalism, and calm authority they bring to client engagements.
We needed a cohesive brand system and digital presence that would resonate with diverse audiences — from CEOs to nonprofit directors — while positioning Hutchison as both approachable and deeply credible.
What We Did
UX Research & Information Architecture
I began with a content audit of their old site, a competitor comparison analysis, and card sorting workshops to identify intuitive groupings of their services. This design thinking process surfaced four primary categories for “What We Do”:
Organizational Consulting & Strategy
Training & Development
Fractional Chief People Officer
Speaking & Education
This intentional IA became the foundation for the sitemap and ensured users could quickly navigate to the right offering. I also created a separate section for Strategic Tools (DiSC Suite, PXT Select®, CheckPoint 360°, Voice of the Employee Study®) since these needed deeper sub-pages aligned with authorized partner branding guidelines.
Brand Identity Design
The new identity was built to exude reassurance, calm, confidence, and partnership:
Logo: The hand-drawn “HC” monogram, based on the founder’s handwriting, reinforces Hutchison Consulting’s personal, human-centered approach.
Colors: A palette anchored in navy blue (trust, stability) and energized with teal and aqua (growth, collaboration, clarity).
Typography: Pairing Libre Baskerville for headers (timeless professionalism) with Nunito Sans for body copy (modern, approachable clarity).
Brand Pattern: A geometric square motif symbolizing diversity, alignment, and transformation — echoing the way Hutchison helps organizations build cohesive, high-performing cultures.
Together, these choices tell the story of Hutchison Consulting: a strategic, human-centered partner who helps organizations transform from a reactive approach to managing people into a proactive strategy that builds cultures delivering measurable growth and real-world impact.
Messaging & Copywriting
Tone was critical: the copy needed to be professional and research-backed but still approachable. I developed brand messaging and page content that communicates both expertise and empathy. Each service page includes clear benefits, actionable outcomes, and CTAs that guide users to “Start the Conversation.”
Website Design & Development
The responsive website emphasizes clarity, hierarchy, and flow, with every decision shaped by user experience. Each major service has a dedicated page with consistent layouts, supported by navigation breadcrumbs that make it easy for visitors to see where they are and explore related services. To ensure accessibility, all images include descriptive alt text, colors meet contrast guidelines, and icons are paired with text for faster comprehension. SEO best practices were built into the site structure and copywriting, while clear benefits and strong calls-to-action guide users toward taking the next step.
The custom graphics, curated photography, and new brand system create a cohesive experience across the site. The design focuses on lead generation, thought leadership, and resource clarity — positioning Hutchison Consulting as a trusted, approachable partner.
See an example of all of the brand assets at work on one of Hutchison Consulting’s service pages below:
Conclusion
This project brought together branding, web design, and UX strategy into a cohesive transformation for Hutchison Consulting. By combining research-driven information architecture with a modern, professional visual identity, we delivered a site that is clear, scalable, and deeply aligned with Hutchison’s mission of creating high-performance cultures.
For me, this case study highlights not only my brand design expertise but also my UX process — using content audits, competitor research, card sorting, and user-centered IA to design websites that truly serve their audiences.

"I thoroughly enjoyed working with Nicole on the development of a brand identity for my business. Nicole effectively managed each phase of the process, was responsive to questions and feedback, met the timing requirements for deliverables, and stayed within budget. This was a fun experience and I am happy to refer Nicole to my friends and colleagues."
— Eric Hutchison, Hutchison Consulting

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