Loving Work Brand Strategy
+ Identity Design
PROJECT LEAD / BRAND STRATEGY / BRAND DESIGN / COPYWRITING
Loving Work is a video storytelling recruitment platform seeking to connect Gen Z job seekers with employer brands. Upon successfully acquiring seed capital, their first step was to invest in professional brand stragegy + identity design that would shine on digital, represent the vision of the brand, and engage with audiences on both sides of the hiring line.
The result was a bold and young wordmark design, tightly kerned to communicate themes of connection and bringing people together, combined with a bold digital-first colour palette, and imagery designed to engage with younger Gen Z job seekers where they live.
As always, my guiding lights are complexity, flexibility, and ease of use. To achieve this, a brand design must work in monotone and colour palette must be cross-compatible. Streamlined typographic solutions are also strongly desired. Finally, designing a brand is very different from working in the brand every day. Provide as many options, tools, and toys as possible to inspire those that will be taking the brand into the future.
DIGITAL DESIGN
As a digital platform, design was done with a digital-first mentality. This, combined with the two audiences of Gen Z job seekers, and the employer brands seeking to hire them, meant that the brand would need both a younger as well as a slightly more conservative face.
SOCIAL MEDIA DESIGN
We also led the launch of the brand on social media. This included providing a 'starter-grid' of static posts to fill the IG profile page and soft launch the branding, followed by a more comprehensive bi-monthly series of carousels and captions.
Working with startups is always exciting and Loving Work was no exception. Seeing startups challenge the status quo and attenpt to change the world is always an inspiring thing to watch.