Client: Recruitee
Industry: SaaS / HR Tech
Duration: 3 months
Industry: SaaS / HR Tech
Duration: 3 months
Scope of Work: Branding development | Naming strategy | Visual identity | Stage design
Rcruitee, an ATS company based in the Netherlands, wanted to evolve its in-person conference, TalentCon, into a flagship global online event for the HR and recruitment community. The event needed to expand brand presence across the US and EU while aligning with Recruitee’s ongoing brand refresh.
Key challenges:
• The event name “TalentCon” had trademark conflicts; alternatives risked sounding like sales demos.
• Visual identity had to stay connected to a shifting brand refresh.
• Strategy was unclear—should the event stand alone or remain tightly linked to Recruitee?
To tackle these challenges, I structured the process into discovery, research, and design exploration.
Mind Mapping & Keyword Exploration: Identified core values such as innovation, collaboration, and adaptability, connected to the event theme “Teams with Impact.”
Benchmarking: Analyzed event branding from Adobe MAX, Figma’s Config, and Bynder’s OnBrand to understand how SaaS companies balance parent brands with event identities.
Visual Exploration: Experimented with Recruitee’s circle motif—transforming it into waves and organic forms to express connectivity and adaptability.
Naming Workshop: Facilitated a 3-hour creative workshop with 15 cross-team participants. Exercises included word association, brainwriting, and naming territories, generating over 60 ideas. The community-driven choice Together emerged and was reimagined as TGTHR—distinct, scalable, and aligned with the brand’s values.
We developed a flexible, timeless event identity rooted in Recruitee’s brand but designed to stand on its own. Two visual paths were explored:
Geometric Branding – inspired by Recruitee’s brand shapes, bold but less adaptable.
Interlocked Typography – a custom letterform system symbolizing connectivity and clarity across platforms.
The interlocked typography was chosen for its readability, adaptability across digital and stage formats, and ability to highlight yearly themes without losing consistency. The identity extended across marketing, website, social media, and event staging.
Results & Impact
• Successfully launched TGTHR, a two-day virtual event reaching audiences in both the US and Europe.
• Attracted 1,000+ registrations and strong engagement around key topics like collaborative hiring, hybrid work, and diversity.
• Delivered a scalable visual system that became the foundation for future editions.
2020
Role: Brand Designer
Contributors
Michal Krajewski | Art Director
Beatriz Lima | Senior Visual Designer
Siraaj Peterson | Creative Team Lead
