Case Study:
The People Practice
Industry:
Workplace Culture & Behaviour Consultancy
Services:
Brand Positioning
Website Design & Build
The Challenge
The People Practice wasn't simply creating a new business. They were making a strategic pivot.
The founders had extensive experience as behavioural specialists within the social support sector and saw an opportunity to apply that expertise to workplace environments, helping organisations build healthier cultures, stronger leadership and more positive workplace behaviours.
While the knowledge and capability already existed, the brand did not.
With no existing identity, messaging or digital presence, the challenge was to define what The People Practice would stand for before designing how it would be presented to the market.
Working in the workplace culture and behavioural consultancy space, credibility, trust and clarity were critical. The new brand needed to communicate deep expertise while remaining approachable, practical and people-centred.
The website would ultimately become the public face of the organisation, but only after a strong strategic foundation had been established.
Our Approach
Rather than jumping straight into design, we began by working closely with the founders to define the business itself.
Together we developed the brand positioning, clarified the target audience, established the organisation's purpose and values, and created a messaging framework that would guide every customer interaction.
This strategic phase included defining:
Brand positioning
Brand personality
Core messaging
Value proposition
Target audiences
Tone of voice
Service architecture
Once the brand foundations were established, we translated that strategy into a website that reflected the organisation's purpose and expertise.
The website was designed to educate, build trust and make complex workplace issues easier to understand, while encouraging organisations to start conversations about healthier workplace cultures.
What We Delivered
Phase One — Brand Strategy
Brand positioning workshop
Brand identity development
Messaging framework
Value proposition
Tone of voice
Service structure
Customer journey planning
Phase Two — Website
Website strategy and development
Complete website copywriting
SEO-focused page structure
Lead generation strategy
Responsive website design
Linkedin Lead Generation
The Outcome
By investing in strategy first, The People Practice launched with far more than a professional-looking website.
The organisation launched with a clearly defined identity.
Every page reflects the same positioning, messaging and personality developed during the brand strategy phase, creating a consistent experience for prospective clients.
The website presents The People Practice as an established, credible consultancy from day one, helping organisations quickly understand who they are, what they do and how they can help.
To support the launch, Right Hand Man also implemented a targeted LinkedIn outreach programme focused on HR professionals, People & Culture leaders and senior decision-makers across New Zealand. Through a structured engagement strategy, we've grown The People Practice's professional network to more than 350 HR professionals, significantly increasing brand visibility and creating valuable new industry connections.
Together, the website and LinkedIn programme have provided a strong platform for building awareness, establishing credibility and generating opportunities within a highly targeted audience.
Just as importantly, the brand has been built on a scalable foundation, ready to support ongoing content marketing, search visibility and future business growth.
Key Services Provided
Brand Positioning
Brand Identity Development
Messaging Strategy
Website Strategy and Development
Linkedin Lead Generation
Here’s what TPP has to say about our Services:
“Richard and the Right Hand Man team have helped put us on the map. They understood what we were trying to achieve, helped bring our vision to life, and created a strong digital presence that has connected us with the right audience from day one.”
– Mark Ambler, Director, The People Practice
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