Fountain Rebrand / Case Study
Outpacing hourly hiring
No one champions the hourly worker quite like us, but we were lacking the most compelling piece of the story – the human element
Fountain had built a strong reputation amongst gig and SMB customers but as we targeted enterprise business, the reason for our product was lost and our brand felt cold.
My Role
Design Director
I lead a complete rebrand; from strategy and tone, to verbal and visual identity. I oversaw design and creative direction, website, agency relationships, and rollout.
We refined and repositioned the Fountain brand — moving from “gig economy” hiring technology to an essential hiring platform with enterprise scale
A brand without feeling
Our brand lacked emotion and personality. The tone was all business and leaned too far into the technical side of the conversation. We did little to build connections and even less for trust.
The logo was eerily similiar to a well-known social network and our visual language was sterile. Design executions were inconsistent and amateurish.
Really human hiring
We introduced a fresh brand personality and voice that are confident but relatable.
Much like our product, our character connects people. Our words are sincere and our messaging is direct and unambiguous.
We unabashedly own hourly, but above all we’re humans working with other humans.
A visual language to represent workers
We created a distinct and tastefully eccentric look that easily stands out from the competition. Each element of the brand communicates earnestly and highlights real-life, human, experiences.
The visual identity is a unified system of core elements such as brandmark, typography and color, as well as extended expressions including textural gradients and iconography.
Brandmark
Our brandmark is the centerpiece of identity. The symbol is an abstract fountain which represents a source for hiring. The upward momentum symbolizes ever-growing opportunities for the globalworkforce, incoming candidates forrecruiters, and the advanced hiringsolutions that Fountain offers.
Color
A deep color palette embraces an updated core blue, with additions of purple and black adding elements of modernity and sophistication.
A series of “sonic gradients” provide a sense of depth and movement through color, adding additional dimension to communications.
Photography
We aim to tell authentic stories from an hourly worker's perspective.
Images capture workers in genuine spaces, showing honest windows into their life and work. We embrace authenticity—natural lighting and color, human imperfections, genuine attire, and real-life environments.
UI Abstrations
UI abstractions showcase our product’s features in a clear and delightful way, simplifying the most important features and highlighting our unique offerings.
Website
The entire site was redesigned and replatformed, utilizing a bespoke design system. Elements and layouts are consistent, content can be easily added via CMS, and development time is halved.
Approachable and highly crafted
The rebrand launched to coincide with Fountain's extended Series C funding announcement. Publications like TechCrunch and Forbes covered it, with the new idenity front and center.
A neutron dance for a neutron fan
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