The client
Pupal is a strategic HR consultancy helping startups and scaling companies navigate critical growth and transformation. Founded by Gemma Mulready, an expert in high-growth, regulated sectors, Pupal delivers data-driven, high-impact HR solutions that are flexible, affordable, and built for scale. Inspired by the pupal stage of transformation, the brand represents preparation, potential, and powerful change.
The Brief:
the CHALLENGE
Pupal needed a brand identity that would reflect the confidence and clarity of its offering. The business wanted to feel elevated and expert-led, while remaining approachable to early-stage startups navigating their first major growth phase.
The goal
The goal was to build a brand that communicates Pupal’s unique value: personalised HR leadership with startup agility and enterprise-level impact. The identity needed to resonate with founders, COOs, and People leaders, those driving fast-paced teams who require more than just checklists and compliance.
Pupal’s brand needed to feel confident, insightful, and purpose-built, capturing the transformation it helps facilitate for its clients.
The Process and Outcome:
Visual Identity & Logo Design
The Pupal wordmark is clean, professional, and subtly dynamic. Rounded letterforms and refined spacing suggest growth and transformation without being overtly literal. A soft metamorphosis-inspired icon accompanies the wordmark in certain applications, evoking both movement and structure, a nod to the strategic and nurturing role Pupal plays in a business’s journey.
A monogram and alternate layout ensure adaptability across digital platforms, business cards, presentation decks, and internal documentation.
Colour Palette
The brand’s palette features grounded neutrals with optimistic accents, think soft greys, deep navy, and a vibrant burst of orange. This blend conveys professionalism and energy, appealing to forward-thinking founders and leadership teams while setting Pupal apart from the generic blue-and-white of traditional corporate HR services.
Typography
A modern sans serif typeface leads the brand’s visual voice, delivering clarity and professionalism with a soft, approachable edge. A rounded sans serif is used in the logo to bring warmth and personality, while a clean, contemporary sans serif supports the tagline – ensuring consistency and readability across all brand touchpoints, from digital assets to proposals.
Tone of Voice & Messaging
Pupal’s messaging framework positions the brand as a strategic partner, not just a service provider. Language is confident, concise, and empathetic, meeting startup founders where they are, while guiding them toward what’s possible. The tone balances warmth with authority, echoing the brand’s commitment to high-performance cultures and meaningful impact.
Website Design
The website was designed to feel modern, intuitive, and quietly powerful, mirroring the clarity and confidence of the brand. Simple navigation, bold messaging, and a refined colour palette help position Pupal as both credible and approachable. Subtle animations and transitions reinforce the concept of transformation, while clear service breakdowns make it easy for users to understand exactly how Pupal can support their growth. Built to scale alongside the business, the site is flexible enough to support future case studies, thought leadership, and service expansion.
The Result
The final brand identity is considered, elevated, and distinctly Pupal. It presents the business as a serious player in the HR space, one with startup roots, enterprise credibility, and a genuine commitment to transformation. The identity bridges strategy and soul, positioning Pupal as a high-value partner to startups and scale-ups navigating complex growth.
With a bold new visual language, tailored messaging, and a confident digital presence, Pupal is now equipped to step into the market, attract ambitious clients, and redefine what strategic HR looks like for the next generation of businesses.
Their ability to translate our ideas into a cohesive brand and digital experience was truly impressive.
As a new entrant in the HR consulting space, Pupal HR Consulting set out to carve a clear and credible position in the market, bridging the gap between boutique firms and large, subscription-based providers. Fifth Studio Design played a critical role in helping us achieve that vision.
Natalie and Catalina led us through a thoughtful and strategic process that resulted in a bold, distinctive brand identity and a sleek, intuitive website that reflects our mission and values. Their ability to translate our ideas into a cohesive brand and digital experience was truly impressive.
We can’t wait to launch and showcase the incredible work they’ve undertaken for us. The entire process was collaborative, professional, and genuinely enjoyable and most importantly easy. Fifth Studio Design brought clarity, creativity, and a sharp strategic eye to every stage of the project.
We’re proud of the partnership and excited about the strong foundation they’ve helped us build and can’t wait to showcase it. We highly recommend Fifth Studio Design to any business looking for standout brand and web design support.
– Gemma Mulready, CEO and Founder of Pupal HR Consulting
Client: COMPUTERS UNPLUGGED
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Client: COMPUTERS UNPLUGGED
