Employer brand for software company Lineate

Lineate, a New York-based software company, specializes in helping AdTech and MarTech organizations scale their technology through cloud solutions.

The company aimed to establish a strong employer brand for one of its divisions. The goal was to create a unique slogan and key visuals, grounded in its established Employer Value Proposition (EVP) and core values.

Our approach begins with thorough research. For this project, we explored the company’s EVP, values, and target audience.

Our analysts synthesized information about HR operations, ensuring our designers and creators had the insights they needed without being overwhelmed by excessive documentation.

We aimed to develop a visual identity that would resonate with dynamic, socially engaged, and growth-oriented professionals. In collaboration with Lineate, we crafted the slogan "Freedom to Develop"—a clever play on words reflecting both personal growth and programming expertise.

This slogan embodies Lineate’s value of experimentation, highlighting that employees are encouraged to be innovative and propose unique solutions. It also reflects the company’s commitment to well-being, emphasizing support in areas such as physical health, professional development, and social life.

Lineate’s brand is open, engaging, and straightforward. Our goal was to preserve this essence while making the employer brand more approachable to better align with our objectives.

The cornerstone of the visual identity is the line from the company’s logo. We used this line as a metaphor for experimentation and fresh perspectives.

This element enables a versatile identity system, adaptable to various corporate needs and allowing for quick, designer-free visual messaging.

We created a guidebook outlining the technical rules for using and evolving the corporate visual identity, along with specifications for team photography.

We developed a recruitment landing page using a low-code platform. Aligned with the new visual identity, the page provides potential employees with information about the company and its job opportunities.

This project resulted in design layouts for various channels, a comprehensive guidebook for ongoing brand management, and a recruitment landing page that strengthens Lineate’s HR efforts by reflecting the new employer brand.