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Work

Recruitsome. AI hiring that still feels human.

A brand identity system, brand guidelines and a Framer website for Recruitsome, a Dutch AI recruitment platform. I kept the founder's logo and built everything around it: bold pink, people and the R, and one line, Hire Smart, Save Time, Grow Fast.

SectorAI recruitment SaaS, HR tech
LocationNetherlands
Year2025
My roleBrand designer: identity, guidelines, web
DeliveredIdentity system, guidelines, patterns, icons, templates, merch, Framer website
Timeline4 weeks
1 marathonrun by the team in branded shirts, right after launch
Same logokept, with a full system built around it
1 colourbold pink in a sea of blue HR tools
4 weeksidentity, guidelines and the Framer website
01

Brand guidelines and colour

Guidelines for visual and verbal identity. Recruitsome Pink leads, with black, ice white, sand beige and a set of pairings that always keep the logo readable.

The brief

A logo, but no brand around it.

Recruitsome uses AI to make hiring faster and simpler. The founder had a logo and a product that worked. What was missing was everything around the logo: a system that could run social, campaigns, print and the website, and a way to look intelligent without looking like another cold HR tool.

Goal

A complete brand system built on the existing logo, ready for marketing, sales and the website.

Values

Efficiency, proactivity, innovation, simplicity.

Direction

Warm where HR software is cold. Bold enough to stand out on LinkedIn. Simple enough for a small team to run.

What they really needed

Keep the equity of the logo. Build the system the logo never had.

02

Type, icons and pattern

Poppins for clarity, Glancyr for bold headlines, an icon library for every stage of hiring, and a pattern where people and the R sit together.

Positioning

Recruitsome is your AI recruitment colleague: it hires smart, saves time and keeps people at the centre.

Efficient

Less admin, faster shortlists.

Proactive

The AI works before you ask.

Innovative

Modern without being cold.

Simple

One clear message per touchpoint.

03

Campaigns, social and print

Billboards, a bus stop, flags, social posts and letterheads. One message everywhere: Hire Smart, Save Time, Grow Fast.

Decisions

Five decisions, and what I rejected.

  1. 01
    Keep the logo, build the system

    The founder's equity stayed. Consistency was added around it.

    Rejected

    A full redesign that would restart recognition.

  2. 02
    Bold pink as the recognition cue

    Energetic and ownable in a category of blue HR software. Pantone 184 C keeps it the same in print and on screen.

    Rejected

    Another corporate blue.

  3. 03
    Patterns combining people and the R

    The AI-meets-human balance, visible in every layout, from a bus stop poster to a running shirt.

    Rejected

    Abstract tech patterns with no people in them.

  4. 04
    Hire Smart, Save Time, Grow Fast

    A benefit line that works as a whole communication platform: guidelines, social, campaigns and the website.

    Rejected

    Feature-by-feature messaging.

  5. 05
    A tone that is modern, engaging, friendly and positive

    Informal yet professional, written into the guidelines, so a small team can write like one brand.

    Rejected

    Formal HR language and recruitment jargon.

04

The Framer website

A launch website designed and built in Framer on the new system: the AI recruitment colleague, the benefits and a waitlist, on desktop and mobile.

05

Merch, and a marathon

Shirts, caps and bottles in the brand. Right after launch, the team ran a marathon in them.

Problems solved

What was broken, and what I built to fix it.

The problemWhat I built
A logo with no system around itFull identity, patterns and guidelines built on it
AI recruitment that felt coldPink, people and the R: warmth inside the product brand
No consistency across social, print and webTemplates, guidelines and a Framer website on one system
Outcome

A brand the team wanted to wear.

Recruitsome came out with a complete HR tech brand system. Right after launch, the team showed up at a marathon in branded shirts. The identity had already become something they wanted to represent.

Identity system

Colour, type, patterns, icons, imagery.

Brand guidelines

Visual and verbal identity.

Framer website

Launch site on the new system.

“Worked with Vizura on the logo and branding guide for my company Recruitsome. Loved working with them on the project. Our assumptions and feedback were challenged in a good way, results were delivered quickly.”

Kevin O. Founder, Recruitsome
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