Introducing the new Breathe

Since Breathe first started back in 2012, we’ve seen the world of work change beyond recognition. 

In that time, we’ve helped our customers’ businesses grow, and we’ve enjoyed our own growth alongside them. 

Evolution is a part of every business’ journey, so today we're excited to share the next chapter of Breathe’s story. We’re proud to have built a strong reputation as the ally of small and medium sized businesses all over the UK. SME's are the powerhouse of the economy - building, making, advising and servicing.  

We wanted our new brand identity to reflect our customers. We wanted to bring their stories, craft, hard work and tireless focus into the spotlight. 

The power of focus 

As a founder-led company ourselves, we understand the power of focus. We know it was relentless focus that got your business off the ground, and we understand the distractions that come hand in hand with growth.  

It’s this truth that sits at the very core of our new brand identity. Breathe takes care of the things that could distract you and your team, so you can reclaim your focus. 

We needed a new visual element to demonstrate this, and our new cloud card helps us achieve this goal. Calming the chaos, bringing clarity to a blurry outlook the same way Breathe does for our customers. 

Typography 

A bold new look demands a bold new font. 

Our new header style brings flexibility and impact. It’s friendly, structured and has a bit of weight to it, reflecting the power that Breathe gives back to its customers. It reflects our experience and credibility while keeping our approach warm and human. 

It plays nicely with our existing font style, ensuring a smooth and consistent experience for customers who use the Breathe platform. 

Photography 

It was hugely important to us that our images reflect the reality of our customers’ businesses. Their craft, their dedication, their focus. 

To build a business, you need to focus on the details, and that’s what we wanted to reflect with our photography style.  

Using real images of our customers or high quality stock images, our photography shows the parts of your business that you care about the most. 

From breweries to beauticians, consultancies to charities, vets to videographers - we are proud to centre the full breadth and depth of UK SME’s within our brand identity. 

Breathe Partner

Alongside our new brand identity comes an elevated sister-brand for our Breathe Partner programme.  

With over 900 HR consultancies across the UK signed up, the Breathe Partner programme is one of the most successful HR partnership schemes in the country. As well as helping businesses thrive, Breathe Partners can also grow their consultancies and deepen relationships with the clients that they recommend us to. 

Our partners often tell us that they feel less alone with Breathe. That our team is an extension of theirs, and that they have made lasting connections and friendships through their membership. 

We wanted to reflect the unique and special nature of this partner community within this brand identity with a premium and subtle dark theme - using authentic images of our partners whenever we can. 

Our tone

HR technology is a crowded market. Although our product speaks for itself, it’s fair to say that we had lost our tone.  

What once marked us out and made us unique has been replicated time and again. That’s why we decided it was time to reconnect with our original purpose and think deeply about how we feel and sound to SMEs. 

We are Clear, Credible, Authentic and Warm. 

We know your challenges as a small and medium-sized business. We’re serious about your success, so we don’t need to be quirky or funny to stand out - and we definitely don’t do complicated. 

Breathe is run by a team of amazing humans, people who care deeply about each other, and our continued success – not just in business, but in life. That’s what we wanted from our tone. Human to human, in conversation. 

What's next? 

We’ll keep doing what we’ve always done – supporting SMEs all over the UK to automate their HR operations, so they can reclaim their power to focus on what matters - growing their businesses and taking care of their people.

We believe every small and medium-sized business in the UK can benefit from using Breathe, so keep a look out for our new ads hitting your TV screens and favourite radio stations very soon.