HCMS
I was hired by a web design agency to work with them on the branding and design language of a website they were building for HCMS.
We worked closely together on updating the logo, establishing the colour scheme and developing the unique geometric style that would define the brand and have it stand strong. This style would be used for marketing materials (physical and digital) icons, communication and illustrations. I had a great time developing the different ‘rules’ and ‘codes’ for the design language and we were all very enthusiastic with how it ended up.
Brief / Challenge
HCMS needed a cohesive brand identity that communicated trust and professionalism while making HR recruitment feel more human and approachable. The challenge was to translate the client's initial visual direction into a distinctive identity that could work consistently across digital and print communications.
Role
Lead Designer
I led the development of the visual identity, including logo design, colour direction, typography, custom illustrations, and supporting brand assets. As HCMS was an established company, the colours and typography were already set, so it was an open ‘toy box’ for me to play with in this regard.
Process
Discovery & Direction: Reviewed the client's references and mood boards to establish a visual direction that balanced professionalism with warmth and personality. The idea is to not make it look too standard and ‘lost in the crowd’.
Visual Identity: Developed a clear, modern identity with a considered colour palette and typography, creating a consistent foundation for the brand. Colour coding the three sub divisions with the provided colour scheme.
Illustration & Storytelling: Created custom illustrations around people, teamwork, and HR processes, adding a more approachable visual language to the brand's communications. This keeps things light and approachable, and something competitors aren’t doing.
Brand Applications: Designed supporting assets for digital and print touchpoints, ensuring the identity and illustrations worked together as a cohesive system. HCMS must be instantly recognisable when compared to standard HR recruitment agency branding.
Solution & Outcome
A modern, approachable identity that balances the credibility expected of a recruitment specialist with a more human visual personality. The cohesive design system and custom illustrations give HCMS a distinctive way to communicate its services while maintaining consistency across brand touchpoints. I feel we accomplished the goal of standing out above competitors in terms of branding and visual language.