Alicea HR is an HR staffing and coaching services firm that works with American and Latin American markets. Like most services companies experiencing growth, Alicea HR aimed to diversify and increase their revenue stream and began to expand their services into a new market. The key questions was: “How do we target both companies and individuals? They are so different and measure success differently. We can serve both, but don’t know how to create a consistent brand that speaks to the needs of both at the same time.”

What started as a specialized staffing and employee relocation firm expanded into coaching services to employees, job-seekers, and students to choose and build their ideal career path. However, their current marketing did not appeal to their new business opportunities yet. The Alicea HR team felt overwhelmed in debating between having multiple brands or selling the same services under the same organizational brand. They didn’t want to confuse their big organizational clients, but they also didn’t want to make individual clients feel like Alicea HR was too big to help individuals. The struggle between appealing to large corporations and individual clients was hindering how Alicea HR sold their services. Additionally, the team didn’t want to limit their market opportunities by sounding too generic, vague, and lacking specialized expertise. Therefore, Alicea HR approached Moox to refresh how they can clearly position their services for both large corporations and individual clients.

The Moox team go to work by determining the narrowing down their market segments and determined whether Alicea HR should expand into a new brand, or have multiple brands under the same name and brand image. During the research phase, the Moox team found key insights that outlined how Alicea HR can acquire more clients in new markets without confusing the different types of clients Alicea HR wanted to attract.

Alicea HR’s brand expanded into having multiple service branches with messaging that spoke to the unique needs of each type of client and market segment. Additionally, Moox repositioned Alicea HR as an empowering organization, building the workforce of the future with premier services and customized solutions. The insights showed that because every client expects a certain level of customization, Moox created strategic messaging in key areas across their marketing materials and website. When, where, and how you deliver a message during the user journey makes the difference as to whether they convert.

After outlining a comprehensive messaging strategy, Moox also refined the brand identity visuals that created a modern brand with a balance between vibrancy and trustworthiness. The Moox team wrote and designed their website, service brochures, invoice templates, business cards, email signatures, and other marketing collateral to support their sales force. As the Moox team took care of the creative writing, the brand messaging started to take form and reshaped how website visitors understood Alicea HR’s business.

The result was an empowering brand that gave clarity in messaging and positioning with a new brand strategy, visual identity, and marketing assets. The Alicea HR team felt confident about how their presented their products and knew how to approach each unique client type’s needs without limiting their new business opportunities. Most importantly, Alicea HR found how to diversify their company revenue by leveraging their business model to expand into new markets. Alicea HR has continued to guide and help both individuals and organizations increase their efficiency, career happiness, and overall fulfillment at work. Today, Alicea HR also has much more flexibility to continue expanding their business in new markets without having to reinvent their marketing.