Context

Creative Corporates began as a facilitator of improv workshops for sales teams, but their internal mission and external perception were out of sync. Despite deep cultural value, the brand lacked the strategic clarity, emotional resonance, and product structure to scale beyond niche engagements.

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Insight

Teams facing culture fatigue crave genuine connection, not slide decks. Humor serves as a bridge, helping distributed teams build belonging through shared laughter rather than forced activities. When used effectively, humor creates the psychological safety essential for trust, creativity, and authentic culture.

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Idea

Reposition the company as Humor Resources, providing corporate culture architecture through comedy using humor to build shared identity and belonging.

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Execution

Across a four-month brand sprint, I led a full strategic repositioning:

• Renamed the company from Creative Corporates to Humor Resources
• Refined the mission, vision, and brand pillars
• Reorganized the offering into four strategic benefit areas
• Helped define brand voice, non-negotiables, and emotional tone
• Guided development of branded workshop names and keynote experiences
• Partnered with designer to align visual identity with tone and strategic posture

Deliverables: Brand strategy, messaging system, experience architecture, brand identity, core content, tone-of-voice guide.

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Result

Humor Resources now operates with clear positioning, memorable brand language, and a differentiated POV that resonates with partners like Zoom, Figma, ULine, and GoDaddy. The rebrand elevated the company from “entertaining” to essential, turning humor into an enterprise asset and cultural competency.