HR Cloud Identity
branding + identity / ART DIRECTION
HR Cloud needed a fresh new look to reflect the company's mission of making HR software easier to use. The original branding lacked a unique personality and approachability. To fix this, we added more color, nailed down a flat illustration style, and chose typefaces that are playful yet refined. Establishing a consistent voice across our UI, marketing assets, and company culture was the biggest challenge.
The new identity took shape organically, as it was built in tandem with the platform's UI. I was responsible for the logo, color palette, and type choices, as well as initiating the creation of a company brand guide. On a day to day basis, I am responsible for enforcing our brand standards across all customer facing products and marketing campaigns.