With Hart
Taking care of business.
ScopeWe partnered with With Hart to build their brand from the ground up, covering brand strategy, brand naming, copywriting, brand identity, creative and art direction, website, blogs, social media and digital collateral, for a customer experience consultancy based in Cairns.
• Brand Strategy
• Brand Naming & Tagline
• Brand Identity
• Social Media Design
• Print & Digital Collateral
IndustryBusiness Services
LocationCairns, QLD, Australia
CollaboratorsEmma Troy Design / Showit Website Design & Development
With Hart is a customer experience consultancy founded by Amy Hart, built around helping businesses untangle the virtual cords of their operations for a genuinely seamless customer journey. It is a brand about connection, clarity and the pathways that link a business to the people it serves.
Amy and her team work closely with clients over the long term, which meant the brand needed to carry her own energy: bright, edgy, cheerful, dynamic, fun, minimal and confident, so the identity would feel like a true extension of how she and her team already show up.
Brand StoryCustomer experience as a category can easily tip into something dry or overly corporate, all diagrams and jargon. With Hart needed the opposite: a brand warm enough to reflect the relationship-driven way Amy works, while still feeling sharp and considered enough to be trusted with a client's entire customer journey.
We leaned into the Caregiver archetype, with a strong focus on illustrative detail and individuality to represent connection and journey. Pathways, in particular the idea of the virtual cords of a business, became a graphic thread running through the whole identity, a detail with real strategic meaning rather than decoration for its own sake.
Our Approach
Warmth was built through approachable, playful typography, colour and imagery, layered with artistic elements like infographics, patterns and illustrations. These elements were used minimally and with intention, so the brand feels refined rather than cluttered, expressive without losing clarity.
The pathway motif carries through brand identity, website, blogs, social media and digital collateral, giving every touchpoint a consistent visual language for connection and journey, exactly the experience with Hart helps its own clients create for their customers.
Design Rationale
★★★★★
The Bobby Mac team are an incredibly talented team who we have had the privilege of working with for many years. They take all of our briefs and turn them into something even better than what we could have imagined. What we value the most is how much they push us creatively, they challenge us when things are not quite working and always reimagine how we are approaching design to ensure we stand out and remain at the forefront of what we do. They love a challenge and no challenge is too big for them. They are an extension of our team and we could not do what we do without them. Thanks, Hayley, for continuing to elevate our brand and for helping bring our vision to life."
– Amy H. / Founder