Employer brand alignment and visual redesign
Visual Systems: designing the visual transformation of the Indeed Connect Employer app, aligning it with Indeed’s core brand identity while enhancing its appeal to a rapidly evolving user base. The project was rooted in a clear goal: to modernize the app’s look and feel, ensuring it stood out as a premium, professional tool that employers could rely on.
Challenge
The existing Indeed Connect app had been intentionally designed for a niche segment of users who preferred direct messaging as their primary communication channel. However, with the app’s feature set expanding to support all jobs and beyond, it became imperative to evolve its visual identity to resonate with a broader audience, while still maintaining the app’s core purpose.
Objectives
Brand alignment
Ensure every element of the app was on-brand, reflecting Indeed’s established visual identity while carving out a distinct subset of branded elements unique to the Connect app.
Premium aesthetic
Design a look and feel that was not only modern but also conveyed a sense of quality and professionalism, leveraging Indeed’s new theme recommendations.
Compatibility and guidance
Integrate Indeed Sans, create a bespoke illustration library, and develop custom tokens for UI elements, all while ensuring compatibility with the design system and native app platforms.
Execution
Our team approached this project with a data-driven mindset, conducting a modified quantitative user test to gauge how Indeed’s parent brand equity would influence user perceptions of the new visual identity, logo, and messaging. We focused on four key metrics: trust, quality, professionalism, and alignment with the vertical.
Deployment
The feedback we received was invaluable, guiding us in defining a distinct visual language for the Connect app that resonated with users. We utilized Indeed’s design system tokens to provide immediate access to high-quality components, ensuring that the product design teams could swiftly implement the new visual standards.
Results & impact
The Indeed Connect brand alignment and visual redesign project was a testament to the power of strategic design. By focusing on brand equity, user insights, and meticulous execution, we were able to transform the app into a premium tool that employers trust and value.
Brand Alignment
By building on the strong brand equity of Indeed’s parent brand, we successfully defined a visual language that set the Connect app apart while maintaining a cohesive brand experience.
Visual quality uplift
The enhanced visual quality of the employer mobile app was immediately apparent, with users responding positively to the updated design. The guidance and strategy contributed to a more polished and modern look.
Impact on business
The visual identity overhaul made the app more intuitive and memorable, which was reflected in a dramatic improvement in user ratings—from 1.7 stars to an impressive 4.7 out of 5.
Contribution
Strategic framing: Define and drive the project’s overarching goals, ensuring alignment with Indeed’s core brand identity while carving out a distinct visual language for the Connect app.
Team leadership: Lead and inspire the design team, coordinating efforts across UX, visual design, and product teams to achieve a cohesive and modern aesthetic.
Data-driven: Utilize user testing and insights to guide design decisions, ensuring the new visual identity resonates with users and enhances their experience.
Brand stewardship: Ensure every design element reflects Indeed’s brand values while innovating to meet the specific needs of the Connect app’s audience.
Manage the execution: Oversee the implementation of design system components, ensuring compatibility, efficiancy, and high-quality delivery across all platforms.
Focused on the outcome: Prioritize business impact, ensuring the redesigned app not only looks good but also drives measurable improvements in user engagement and satisfaction.