CASE STUDY

Rebranding of a Successful China-based HR Services Company

APHR STAR is the leading HR Outsourcing company in Southern China with offices in Shenzhen and satellite offices in Shanghai and Beijing. The founder, Apolinda, set up the first HR outsourcing office in a government organisation in the nineties and then started her own successful business 15 years ago.

APHR STAR is the new brand of the original China-based company offering HR Outsourcing to foreign companies entering the China market. With over 50 clients and a 17 year history in Southern China, APHR STAR offers superior bespoke services to support new and growing foreign companies in China. TaoSquare repositioned the company for growth taking into account feedback from clients who are looking for services beyond basic payroll and management of temporary staff. APHR STAR now offers support for the growing niche for C level support for value-added services including taxation, legal and arbitration support as well as handling requests for talent search and HR Consulting to train and retain the best talent and to avoid staff turnover.

The refresh of the identity includes a new logo, typography, colour palette, fresh verbal and visual messaging on a new website and brochure and marketing materials and stationery. In addition, we examined the go to market model and have forged new partners with the company so that APHR STAR’s┬ávisibility in trade fairs and Chamber activities put it in front of relevant audiences as a expert, trusted voice for clients who are looking for its services.