Branding for AI building the future of work and supporting diverse talent.
More people into better jobs faster. AdeptID is a “future of work” tech company using AI to help identify and support diverse talent based on skills and potential. Heading towards their series A round of funding AdeptID needed to raise the bar for how they were perceived by potential funders, customers, builders and users. 8PTS’s branding and communications project for AdeptID included brand strategy and messaging revisions leading up to a complete new look and feel and full website launch.
The new brand positions AdeptID as a tech leader while incorporating a hand drawn, human element and custom imagery referencing job mobility, diversity and finding the right fit.Jen Roos, Creative Director
At the start, 8PTS provided analysis of the old AdeptID brand and held a brand strategy workshop to clarify and adjust AdeptIDs visual and verbal direction. Given the groundbreaking and impact-focused use of technology that AdeptID embodies (connecting technology with HR to increase diversity), the brand needed to reflect both a high-tech and friendly, human approach.
AdeptID’s old brand logo referenced a fingerprint (looking confusingly security-based) and employed childlike stock illustrations of people working that were not quite the right tone. The old AdeptID was presenting as security focused and unsophisticated while the writing leaned toward the technical and dry. The new brand developed by 8PTS confidently positions AdeptID as a tech leader while incorporating a hand drawn, human element and custom imagery referencing job mobility, diversity and finding the right fit. While the new brand retains a sense of play, the full visual system now appears appropriately technical, optimistic, and warm.