From a Marketing Director's dream idea to a vintage superhero team, brought to life One character at a Time.
Propel HR came to ALX Creatives with a true challenge: transform a dream idea from their CMO into a brand system. The vision was to disrupt the sameness of the HR industry by reimagining Propel's services through a would-be vintage superhero team, "The Propellers."
ALX partnered with a seasoned comic specialist to transform the original sketches into a fully-realized visual identity, drawing on late-60s-era superhero cartoons to create a look that resonated with both Propel's typical target audience and the generations who grew up in the ‘superhero’ era.
ALX married the illustrations to modern use cases, building a microsite, custom service-focused landing pages, and a social media campaign that balanced nostalgic comic book references with real-world, short-form video content.
The result, a refreshed brand identity that works as a positive disruptor in the HR industry while staying true to Propel's core services. Backed by a 360° campaign combining digital assets with memorable tactile giveaways, The Propellers leapt from the page to an engaged, delighted audience. Uniting the Propel HR culture, winning multiple awards, and breathing heart and connection into the everyday language of the company.
SERVICES
Brand Identity & Illustration
Character & Visual Development
Microsite Design & Development
Landing Page Design
Social Media Strategy
Short-Form Video Content
Campaign & Giveaway Strategy
