ATW Branding
Project Overview
AvailableToWork is a brand focused on connecting the right job seekers with employers by enabling candidates to meet specific job requirements before being presented to hiring companies. Employers can easily create jobs with their requirements as courses and then select from qualified candidates who pass the courses and are ready to work. The brand needed a strong brand identity to build awareness and provide a cohesive design framework that informs the development of its products, services, and marketing efforts, ensuring consistency and a recognizable presence in the job market.
Challenges
The challenge for the ATW brand design was to create an identity that clearly communicates its dual role: helping job seekers become job-ready while providing employers with qualified candidates. The brand needed to blend professionalism with modernity, showcasing technological solutions while maintaining simplicity and approachability. Additionally, the design had to evoke trustworthiness, reliability, and highlight the company’s role in empowering users to become "stars" in their careers, all while delivering a sleek, user-friendly experience. Balancing these elements required thoughtful, strategic design choices
My Role
Brand Designer
As the Brand Designer for ATW, my role was to create a cohesive brand identity that reflected the company’s mission of bridging job seekers and employers through modern, tech-driven solutions. I developed the visual identity, including the logo and overall brand aesthetic, focusing on professionalism, simplicity, and trust. My goal was to ensure the design conveyed reliability while empowering users to feel like stars in their careers. I also worked to balance modernity with approachability, aligning the design with ATW's core values and target audience.
The Process
Brand Goals & Values
The brand goals of AvailableToWork focus on empowering job seekers, supporting employers, and building trust through modern, user-friendly, and professional solutions. ATW’s brand values emphasize innovation, excellence, trust, and fostering user success, ensuring candidates become "stars" in their careers. The brand combines cutting-edge technology with approachable design, creating a seamless experience for both job seekers and employers while promoting joy, professionalism, and reliability.
Brand goals
"Being professional, supportive and trustworthy as well as empowering were among the main factors for the brand"
Brand Values
Logo
The logo symbol for AvailableToWork was designed to represent the key concepts of job seekers, employers, and businesses, incorporating the brand's values through color and graphic elements. The initials "A" and "W" were integrated into the design to reflect the name. The Baloo Tamma 2 font was chosen for its modern, joyful feel, complementing the brand’s approachable and innovative identity in the logo's typography.
Color & Typography
For the brand's color palette, two primary colors and one neutral color were selected to embody the brand’s values. Additionally, five complementary colors were chosen to support the main colors in various contexts. Color variations for all selected hues were also defined for use in graphic design.
For typography, three fonts were chosen: Archivo and Inter. Each font serves a distinct purpose, providing different levels of emphasis and hierarchy for the brand’s content and text.
Voice and Tone
In the Voice and Tone of the AvailableToWork brand, we aim to balance professionalism with approachability, ensuring users feel both empowered and supported. The tone is empowering, motivating job seekers to reach their full potential while being professional to maintain trust and reliability with employers. Additionally, the voice remains approachable and supportive, offering a friendly, helpful experience. It also reflects innovation, using forward-thinking language that emphasizes ATW’s cutting-edge solutions in the job market. This ensures the brand resonates with both users and employers effectively.
The development of the Tone and Voice document ensures that every communication—whether website content or user guides—aligns with ATW’s core values. This consistent voice helps ATW present itself as a professional, approachable partner in the job market, committed to empowering job seekers and supporting employers with innovative, user-friendly solutions.
Conclusion
In the end, the branding project for AvailableToWork successfully established a cohesive and impactful brand identity that aligns with the company’s mission to empower job seekers and support employers. By focusing on values such as innovation, professionalism, and trust, we crafted a brand that is both modern and approachable. From logo design to tone and voice development, the project ensured consistency across all communication channels, reflecting ATW’s role as a reliable, tech-driven partner in the job market, dedicated to unlocking users' full potential.