PARADIGM PERSONALITY LABS |

WORKPLACE PERSONALITY ASSESSMENT

Bringing people to the forefront of every workplace

Refreshing a brand with decades of history

If you’ve worked a desk job, you’ve likely taken a workplace personality test. Most of these assessments look at your professional and personal tendencies and skills, then shoehorn you into an employee “type.” The conversation about — and value of — your results typically ends there.

Paradigm Personality Labs’ assessments add years of value for HR leaders and executives by laying a roadmap for employee growth. As PPL prepared for the next chapter in its own growth, the 37-year-old company needed a standout brand refresh that clearly communicated its game-changing benefits and people-first mentality.

CLIENT

Paradigm Personality Labs

INDUSTRY

Workplace personality assessment

SERVICES

Research and stakeholder interviews
Brand workshop
Brand blueprint + narrative
Brand identity

BRAND POSITIONING

Leading with a people-first mentality

Loyalty is high in the workplace personality assessment market — HR departments typically pick a big-name brand and stick with it. But Bigmouth’s competitive analysis found little distinction between these assessments; brands look and sound similar (conservative visuals, masculine language that reinforces stereotypes, etc.).

Paradigm had a huge opportunity to attract attention and shift the narrative in this crowded market. The door was especially open for organizations looking for their first assessments, or for those largely dissatisfied with their current assessments.

Internally, the energy at Paradigm was palpable. Employees were passionate, engaged and excited about helping companies who value people first. They truly believed in the value of their product. Bigmouth’s mission was clear: Turn that energy outward through a brand voice and expression that brought external audiences along on the journey.

THE FINAL PRODUCT

Delivering personality and accessibility

Paradigm’s legacy logo was inspired by a DNA double-helix, blending the concepts of scientific data and human potential. These ideas accurately represent the company, but didn’t align with their new bright, personable brand. Bigmouth explored concepts that brought humanity to the abstract with fun, fluid, inspiring shapes that hinted at people, growth and movement. Our final logo, including an animated version, embodies Paradigm’s spirit of transparency and teamwork.

LOGO

Building a bright, friendly brand is a joy for creative teams — we get to play with all the crayons in our box and use relatable, conversational language.

PPL’s fresh brand tonality — bright, crisp, smart, warm and dynamic — led Bigmouth to saturated colors; diverse imagery; and clean, accessible fonts.

PRIMARY COLOR PALETTE

SECONDARY COLOR PALETTE

TYPOGRAPHY

HEADLINES

Cygnet

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

BODY COPY

Adonis

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

SUBHEADS + DATA

Gilmer

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

ILLUSTRATIONS

ICONS

WEB DESIGN

Creating a bright and dynamic digital experience

With all the creative tools in place, it was time to relaunch paradigmpersonality.com. The Bigmouth team wanted website visitors to experience the unexpected — a personality-filled, user-friendly site. Our design work focused on bold colors and imagery; a straightforward user journey for potential Paradigm clients; and accessibility for all.

Paradigm’s assessments show HR and leadership how every personality contributes real value to teams and organizations. Today, Paradigm’s brand clearly communicates the company’s own personality — insightful, enthusiastic, collaborative, trustworthy and empathetic — to connect with organizations who put people first.

OUR MISSION

We create the conditions for well-being at work.

“The Bigmouth team understood our vision right from the start, and the new Paradigm brand brings our enthusiastic personality to life. We don’t look or sound like any other workplace assessment — and that’s a great thing!”

— LISA DUNBAR, CHIEF EXECUTIVE OFFICER, PARADIGM PERSONALITY LABS

PARADIGM PERSONALITY LABS |

WORKPLACE PERSONALITY ASSESSMENT

Bringing people to the forefront of every workplace

CLIENT

INDUSTRY

SERVICES

LOGO

PRIMARY COLOR PALETTE

SECONDARY COLOR PALETTE

TYPOGRAPHY

ILLUSTRATIONS

ICONS

Let’s go big together.