People Project
Uniting innovative companies with top engineering and product leaders
Brand concepts/identity
Overview
People Project is an executive retained search firm specializing in product and engineering leadership roles. I and other designers worked closely with the founder to refresh the brand to better reflect her company’s expertise, results, and commitment to lasting relationships.
We focused on creating a brand that felt strategic and meticulous, tech-enabled, yet still personable. In our process we navigated between this balance with different iterations of bright and warm color palettes with approachable and clean typography.
Below are two directions that I contributed towards the creation of the People Project brand.
Guiding your Growth: Innovative & Tech-Focused
In this iteration I focused on promoting People Project as a bespoke and technological recruiting firm within the tech industry. I created patterns stemming from the linear qualities of the sprout logo mark to convey movement, growth, and technicality. The palette is grounded by a dark indigo while the violet, white, and vibrant green keep the brand feeling energetic. I chose a geometric typeface with distinct angles and crops of the letters to further emphasize People Project as tech-enabled and modern.
Guiding your Growth: Warm & Trusted
I explored another version that focused more on the personable qualities of People Project. In opposition to my other exploration, I focused on colors rooted in nature to show more warmth. To portray the friendliness of the brand, I used a rounder typeface with strong curves, along with geometric elements which stem from the counter shapes of the logo mark. The secondary elements add a bit of playfulness while highlighting people as a key part of the brand.
Launch & Results
Our client was really excited and happy with how the new company site and rebrand turned out! Upon launch she shared the site widely with her network, and immediately promoted content using the various templates and social assets we created. The new site and updated brand better showcases People Project’s unique approach to executive search, and provides a place for success stories and potential companies to learn about how they can grow with People Project.
Takeaways
I enjoyed the challenge of exploring and emphasizing different aspects of the brand, and conveying it in simple yet effective ways. When thinking of secondary elements and their application, I had to consider the smaller scale of People Project as a company and think of straightforward and direct usage, and making sure I was sourcing type and imagery that wouldn’t be a cost burden to the company. Overall, it’s always fun to think of ways to balance aspects of a brand that feel opposite to one another and create a solution that blends both.
Team
Studio Rodrigo
PM – Sabine Ostinivil
Design Lead – Aldo Juraidini
Design – Beckie Choe, Connie Chu, Cathy Park, Nick Emrich
People Project
Founder & CEO – Jodi Jefferson
Better Mistakes (Development)
CEO & Webflow Developer – Diogo Dantas