Making every interview count

Screenloop is an interview intelligence platform that enables hiring teams to train interviewers with personalized AI-driven training modules. It aims to educate hiring teams while minimizing unconscious bias, two factors that are vital in creating high-performing and inclusive teams.
Branded illustration for tech startup


HR Tech
B2B SaaS
Artificial Intelligence
Brand Identity
Web Design & Dev.
Web Development
Motion & Illustrations
Explainer Video and Motion
Gone are the days of winging it and gut feeling; now the interview process can rely on consistent intelligence, and fast-growing companies can hire confidently. Using AI, the HR software enables interviewers to log transcripts, receive conversational prompts, allow hiring collaboration, easily score responses, and coach teams to ensure high-quality interviews. More holistically, Screenloop highlights any biases and ensures there is equality in the screening process.
Concept & Strategy
Every interview requires two people: the interviewer and the interviewee. Hiring goes both ways, so we wanted to put each party on either side of the hiring divide on the same level, embracing Screenloop’s brand values of humanity and equality. In our discovery phase, we enacted a roleplay to better understand the user personas. We gave each of them a face and a name so that they could be used for all internal communication. This focus on human beings should also be reflected in the branding, whilst also communicating the brand values of innovation. It was clear that the "loop" would be an essential element for the tech startup’s branding, as it represents structure, series, or process, on the one hand, and two persons on the other.
The logo was constructed using a geometric, lowercase typeface. The interviewer and interviewee are represented in their most simple form with a circle for the head, and a semicircle iterating the body. In order to give the brand a unique touch, the main typeface has sharp features which create a certain tension with the robust serifs and soft curves. The color system consists of a powerful dark blue, teal, and white with secondary colors in pastel shades to add moments of warmth to the brand’s visual identity when needed.
Visual showing the Instruqt logo composition: two abstract icons of persons, with the head as a circle and the shoulders as a half circle. The one on the right is turned aroud by 180 degrees to be upside down.
Four visuals with the screenloop logo. Two times on a white background, one on a green and one on a black.
When we created the color palette for Screenloop, we had in mind a modern, bold and game-changing tech startup. We used light green to transmit the tech aspect of the company and dark blue to instill trust. We came up with a range of fresh secondary colors that would add some highlights to the brand.
Visual showing the color palette of impro with blue and light green as the main colors, with additional gradients. Accent colors: blue, blue light, pink, pikt light, cyan, cyan light, orange, orange light.
We use two different typefaces: DM Serif Display and Nunito Sans. Whereas DM Serif Display is a high-contrast, transitional typeface with delicate serifs and fine detailing, Nunito is a well balanced sans serif typeface. We use DM Serif in order to provide brand personality and grab the user's attention and Nunito for headings and body copy.
Visual with the font DM Serif Display. The font is used for display text.
Visual with the font Nunito Sans. The font is used for headings and body text.
From the beginning it was clear that the human aspect of the SaaS platform should be represented visually. Pictures showing happy persons are used to transmit warmth and make the brand more approachable. All of the images are in line with the visual identity. With their backgrounds being able to adjusted to the color palette, they fit perfectly into the designs.
3 pictures of happy-looking people. In each picture, there is one person: a young woman, a middle-aged woman and a young man.
The hand-crafted illustrations portray the variety and diversity of the people who interact with each other throughout the interview process. The characters are held in dark blue and white, with dashes of color to highlight or differentiate them from each other. Importantly, we created a fully scalable illustration library for the Screenloop team which they could adapt whenever they needed. Finally, to showcase the brand values, we crafted a set of branded icons with the same look and feel as the illustrations.
Visual with the characters for Impro: people represented by faces with different haircuts and colors.
Head set
Two branded illustrations. On the left one, a man is working on a computer. On the right one, a woman is raising her arms. Both smiling.
Three visuals with branded illustrations with people, all of them smiling. One man stands on the winners rostrum, a woman is doing a gesture as if she was explaining something, and a man and a woman are standing next to each other, talking
Brand shapes in pastel colors for Screenloop: a curved line and an X.
Brand shapes
Branded illustration showing a woman watching a tutorial on her laptop.
Illustrative icons for Instruqt, demonstrating some brand values: human, trust, playful, growth, simplify, equality, innovative.
Brand values represented with branded icons
Motion & Video
For the interview intelligence platform, it is crucial to explain its functionality in an easy-to-understand way. That is where the explainer video comes in: based on the characters, branded illustrations, and color palette of their visual identity, we crafted a compelling video that outlines the problem statement and presents the unique, AI-assisted solution of Screenloop.
Since the company's offering is digital, their website is the most important touchpoint for communicating their value and showcasing their product. We daringly used a dark, impactful header with strong and colorful imagery. We created small animations to keep users engaged and convert them into prospects. Creating the website was an ambitious task as the product was still being developed and the complexity was high due to the AI aspect. Therefore, we simplified the benefits in such a way that they could be understood by any stakeholder and created mock-ups that would highlight the product benefits. Roughly one year after the initial launch and the creation of a variety of new tools, we revamped their website in order to communicate their overall value proposition and benefits for hiring companies.
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