Advancing tomorrow's workforce success
AstrumU connects talent with opportunity through the power of AI and Machine Learning. The platform creates individualized skill profiles, mapping educational backgrounds and job experiences to illuminate talent opportunities and empower organizations and individuals to achieve success.
In today's rapidly changing workforce, agility and skills recognition are essential for businesses to stay competitive. However, essential talents often remain hidden behind CVs and educational records, making it difficult for employers to manage complex talent data. AstrumU addresses this challenge. With diverse B2B and B2C audiences, the branding and website for the US-based company needed to reduce complexity while clearly communicating its mission.
Strategy
For the rebranding of the tech company, we embraced a human approach, creating a brand that puts the success of individuals at the center of its communication. Therefore, we moved away from the technology and complexity of the solution to a more organic, benefit-oriented approach. AstrumU positions individuals at the center of its platform, guiding them toward career success—much like the North Star and resonating with the wise and guiding brand archetype of the Sage. The focus on the “U” relates the brand to the Everyman, being altruistic, humble, and visionary.
Logo
One of the primary design challenges was ensuring proper pronunciation of the company’s name: "Astrum", derived from the Greek word for "stars", and "U", symbolizing the individual. In the logotype, two star-like sparkles separate "Astrum" from "U" for readability, ensuring proper pronunciation. These sparkles are a signature element of the brand’s visual identity, symbolizing the idea of guiding stars. Additionally, the sparkles reference the platform’s AI-driven foundation, creating a dynamic logo that communicates AstrumU's mission: using advanced technology to focus on the individual’s success.
Colors
AstrumU's vibrant color palette reflects its innovative and forward-thinking approach. At its core is a bright, energetic Lime, symbolizing innovation and optimism. Complementary tones like Soft Lime enhance this fresh, forward-looking feel. Midnight Green and Forest Green evoke trust, stability, and growth, while warm, humanizing tones like Soft Earth and Earth create approachability. Finally, Digital Blue represents the technological precision driving AstrumU's solutions.
Typography
AstrumU’s typographic choices reflect the balance between a dynamic and a human brand. Schibsted Grotesk is the primary typeface for main texts and buttons, appreciating its perfect blend of modernity and tradition. This versatile, grotesque sans-serif font offers multiple weights and styles, ensuring flexibility for bold headlines and subtle body text. Reddit Mono is AstrumU's go-to typeface for headings, overlines, and big display numbers, valuing its distinctive and modern look. This monospaced font offers a unique visual identity with its consistent character width, enhancing readability and adding a contemporary edge to the designs.
Imagery
AstrumU’s imagery strategy combines people-focused photography with custom illustrations, humanizing its SaaS product for both B2B and B2C audiences. Portraits of diverse individuals create a relatable, approachable tone, while reflecting AstrumU’s commitment to diversity and inclusion. These portraits convey naturalness and positivity and can be created with the help of AI. To assist AstrumU in their creation, we elaborated a specific prompt. To communicate a techy and friendly brand, we added dynamic backgrounds to the photographs, incorporating the sparkle brand shape from the logotype. Additionally, rectangular brand shapes layered over portraits represent data points, visually connecting the branding to individuals' career paths.
Illustration
AstrumU’s illustrations embrace a casual style, blending geometric shapes with organic, hand-drawn elements. This approach creates a sense of authenticity, directly connecting with the "U" and the users, their skills, and career paths. On-brand icons and animations simplify complex concepts, ensuring alignment with the overall brand narrative.
Website
The website design is crafted to engage both B2B and B2C audiences. UI illustrations guide users through processes and reinforce brand consistency, while interactive elements—such as the above-the-fold of the home page, hover effects, and draggable components—boost engagement. The layout utilizes large display text, card-based content organization, and illustrative process explanations to simplify navigation and understanding. The prominent footer with a large logo reinforces brand recognition.
Communication
The star-like sparkles are echoed across all communication materials, from banners to key messaging points, ensuring immediate brand recognition. Aligning with its visual identity, AstrumU’s messaging is user-centric, avoiding overly technical language in favor of simplicity and human connection. The brand’s messaging consistently highlights the platform’s value proposition, delivering a clear and aligned message across all channels. For brand consistency and harmony between visual and verbal elements, we also pinned down guidelines on the tone of voice.
"We have a really powerful brand perception among our customers."
The exercises we did with them and the way they refined our messaging helped us learn how to continue to do that in the future. We've already seen an increase in traffic on our website, our reach is so much better.
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