Rebranding
Mastering effective rebranding after mergers and acquisitions.
2023
UX/UI Design, Research, Branding, Wireframing, Prototyping
Sketch, Figma, Photoshop, Trello, Asana
Jobcase, a social networking and employment platform for blue-collar workers acquired Recruitology in March, 2022. Consequently, the Recruitology branded website underwent a design transition to align with the branding of Jobcase.
As a production designer, my responsibility was to redesign the corporate site and key marketing pages to harmonize with Jobcase's design system.
The goal of this project was crystal clear: to integrate new branding into existing work. Initially, we focused on identifying which pages to retain, remove, or add. While the marketing team worked on the content, I focused on envisioning the overall look and feel. Ideally, having all the copy before the redesign process would have made things easier, but unfortunately, everything had to happen simultaneously.
Exploring and adapting Jobcase’s design system was a rewarding aspect of the project. The main challenge was identifying a color palette that harmonized with Jobcase's branding while remaining adaptable for white-label use. As a result, I developed a white-labeled version of the design system that can be applied to various instances.
After the merger of two companies, we harmonized the website's appearance by establishing color variable mappings, ensuring a cohesive and unified branding experience.