CPHR BC and Yukon

Creating Momentum in the HR Profession


As a forward-thinking organization, the Chartered Professionals in Human Resources (CPHR) of BC & Yukon focuses on advancing professional people practices. The BC-based non-profit organization aims to advance its mandate through its annual conference, Western Canada’s largest HR conference.

Having worked on the branding for the CPHR BC & Yukon conference in previous years, Backyard Creative had a creative challenge ahead when we were engaged to design a custom brand for their 57th annual conference, which took place in April 2019. The Conference brand package included the event logo and design for various print and digital advertisements, graphics for web and mobile, an extensive program and resource guide, e-blasts, trade show booth design, signage and giveaways. We also created a user-friendly graphic assets package for the CPHR BC & Yukon in-house team to promote the three-day event themselves, and supported the team with copy writing and editing.

The visual concept of momentum was the springboard for the 2019 conference theme, which was refined to “Create Momentum”, in collaboration with the CPHR BC & Yukon team. We visually represented the idea of HR professionals creating collective momentum through visual ripples emanating from side profile images of a diverse range of models. Since there was a limited photography budget, we had the challenge of using stock imagery to create a fun, engaging concept. The brand’s colour palette extended the existing CPHR BC & Yukon corporate colour palette, delivering a punch of vibrancy using orange and fuschia graphic accents and bold gradient colour treatments.

The CPHR BC & Yukon conference brand worked beautifully to promote its lineup of notable keynote speakers and presenters from various areas of business and sport, including Mel Robbins, Duncan Wardle, Ron Tite, Hayley Wickenheiser and Steve Gilliland.

Creative Direction: Lisa Hemingway // Graphic Design: Keiko Lee-Hem // Project Management, Writing and Editing: Madelen Ortega