Brand Identity, Logo Development, Brand Concept and Product Design.
HR
SaaS
Branding
About the Project
Empowering Talent Retention with HR Excellence: Maslow's Branding
Conceptual Foundation
Maslow, a company dedicated to optimizing talent management through innovative HR technology solutions. Our task was to completely overhaul Maslow's branding, starting from the ground up. Inspired by Maslow's hierarchy of needs, we developed a brand identity that emphasizes self-realization—a key component of their philosophy. This new branding framework was designed to distinctly position Maslow, the enterprises it serves, and the individual talents it nurtures within a unique triangular relationship.
Project Objectives
Rebranding: Create a fresh visual identity rooted in the principles of Maslow's hierarchy, focusing on self-realization and empowerment.
User Experience Improvement: Revamp the existing user interface to improve functionality and user engagement.
Continuous Collaboration: Work alongside Maslow's product team to integrate UX & UI best practices into ongoing features development.
Concept
The visual identity draws heavily from the concept of reaching one's potential, as symbolized by the peak of a pyramid. We created a logo that integrates elements representing both stability and ascension, embodying Maslow's mission of empowering talent and fostering corporate growth.
We drew inspiration from Maslow's hierarchy of needs, particularly the concept of self-realization. The rebranding focused on positioning Maslow not just as a service provider but as a partner in talent development. The new brand identity included a logo redesign and a comprehensive visual style that highlighted Maslow's innovative approach to HR technology.
Art Direction
The art direction was centered around the idea of a pyramid, symbolizing growth and achievement. This visual metaphor was incorporated throughout the branding elements to reinforce the idea of reaching one's potential. Our design team developed a color palette that represents every part of the triangle: Companies, Talent and Maslow.
Product Design
Working closely with Maslow’s product team, we systematically enhanced the platform's interface. Our goal was to make the user experience as intuitive and engaging as possible. We focused on streamlining navigation, simplifying workflows, and ensuring that new features were logically integrated into the platform, keeping user needs and behaviors in mind.
Regular sessions with the Maslow team ensured that each design decision was data-driven, focusing on actual user needs and feedback. This iterative process helped in fine-tuning the platform, ensuring that each feature was not only aesthetically pleasing but also functionally robust.
Goals
Maslow currently collaborates with renowned brands such as Mercado Pago, Jumbo, PedidosYa, Día, Carrefour, Levis, Kansas, among others. These partnerships are reinforced by a brand image that reflects the quality and reliability of Maslow's platform, ensuring that every interaction enhances their commitment to improving human resource management across diverse sectors.
