Case Study


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When Previously’s founding partner James Hurman met Samantha Gadd on a retreat in Queenstown, they bonded over their shared passion for great employee experience.

Sam had created a successful online education programme – EX Design School – which was attracting HR people who were dissatisfied with the HR status quo and who believed they could make a bigger impact by designing better employee experience.Their discussions snowballed and before long, James and his partners at Previously connected Sam with Blackbird Ventures, who invested in Sam’s vision to create a global platform for EX leaders and drive a revolution from HR to EX.

We worked with Sam to find the name ‘Excellent’ for her vision, define her strategy and design her brand.

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