HRXchange

HRXchange is a new event created by HRPA and CPHR to bring together Canada’s top HR leaders to connect, learn, and lead the future of work. On November 3 and 4, 2025, CPHR Canada and HRPA will co-host HRXchange, a national executive event uniting 250 seasoned HR leaders from across the country for the first time ever. I had the exciting opportunity to design the full brand identity from the ground up, including the logo, brand guidelines, presentation templates, website landing page, and social media graphics. I wanted the visual direction to feel fresh, modern, and full of energy - something that would immediately grab attention and make people want to be part of it.

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The logo features an abstract “H” made of three different colors, representing how the HR journey is rarely linear. The “X” is created from a single flowing line that speaks to movement, growth, and purpose. It reflects the path HR professionals take as they navigate challenges, support others, and reach new milestones. This minimalist, line-based approach created a clean foundation that allowed for playful and dynamic visuals across all platforms. The result is a flexible, engaging brand with strong storytelling potential that scales beautifully in digital, print, and motion.