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Strategic HR decision-making

The SaaS startup HRBench gives HR professionals a holistic view of their workforce by combining data across disparate systems with best-in-class metrics.

Branded illustration for tech startup
Brand Strategy
Brand Identity
Web Design & Dev.
Motion & Illustrations
HR tech
B2B SaaS

HRBench offers a unified, comprehensive picture of detailed internal workforce metrics as well as external benchmark data for in-depth analysis, enabling constant improvements via remediation recommendations. Looking to announce their company launch, they approached us to create engaging branding to communicate a quick, innovative, and passionate company. Their brand identity should be applied to their website and the UI design system of their platform.

Concept & Strategy

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the Strategy

For the branding of an HR tech startup, finding the right balance between technology and people is crucial. Also, the combination of internal workforce analytics and external benchmark data should be reflected in the visual identity as one of the principal features of the tech startup. With their branding goals in mind, we developed a strategy to fit each and every of their brand application touchpoints, establishing harmony between the brand elements and ensuring brand consistency. One of the major challenges of the project was the technology page: When we kicked off the project, HRBench was still in the process of developing their platform. Therefore, we needed to unleash our creativity and represent product sneak peeks with simplified and abstract UI screens.


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the Web

For the website, we developed a concept that blends humans, iconography, and animated illustrations within the HRBench color palette. With its clear structure, it is straightforward enough to be easy to grasp and innovative enough to communicate a quick and modern business. This should also be reflected in the verbal identity. For this purpose, when drafting the website copy, we had in mind the brand personality and the goal of communicating an approachable, yet professional company. The last step was the development of a fast, responsive, and user-centric website for the tech startup. With the launch of their website, HRBench is now ready to make their mark in the HR tech sector.


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As HRBench's new brand identity needs to be applied to all possible touchpoints, including their product, we ensured brand consistency during the strategic branding process. Hence, we leveraged the previously defined color palette and shapes to add supplementary gradients, buttons, and illustrative icons for optimized implementation possibilities. Additionally, we crafted an initial design of the HRBench dashboard with notification layouts, cards, and responsive design for desktop and mobile use. This branded UI design system will help the startup raise brand recognition.

"The diversity of their expertise is impressive."

Across the board from project managers, executive leadership, to the design and website teams, they have a well-rounded group of experts to cover everything we needed. They were really great to work with.

Matt Maguire

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