The brand look and feel for HNM Systems was accomplished by hitting a sweet spot between high-end technology and a caring, modern, people-first feel.  The vision of the art direction was to create a new, modern, and empathetic staffing agency, while most of the industry was littered with stale, corporate, and uninspiring aesthetics. As a whole, we sought to create a unique identity for a staffing company that was not only incredibly capable and professional but also clearly communicated the fact that they truly care.

As one of the brand’s first touchpoints, we reimagined their website experience. From rearchitecting their site map to selecting strategic technology integrations and developing web standards, we are incredibly proud of the outcome. As a part of this process, we uncovered the need for highlighting key projects, showcasing all their relevant services, and honing in on their brand positioning as it relates to their three core focus areas: job placement, staffing, and consulting. We brought in the human element, adding more people, lifestyle photography, real-life testimonials, and quotes to balance the technological aspect. Due to our collaboration, we’re happy to report that this redesign brought in 6X the ROI.

We also crafted design and branding elements to illustrate the new bold and impactful feel, particularly icons, nodes, and colors. Conceptually, we wanted to weave the idea of technology connecting us coupled with HNM Systems’ mission to connect people and companies worldwide. Geometric wireframe icons add a high-tech feeling and nodes visually “connect the dots.” In terms of colors, we stayed true to HNM Systems’ brand blue, but brought in more warmth with the addition of a vibrant orange and a softened color palette with more gradients.