VCV is a digital recruitment service widely used by large companies in Russia. After becoming an acknowledged HR-tool on the Russian market they started planning their entry into the US market. However, when they launched an English landing page and made a few presentations to their overseas clients, the team realized that they were lacking weight on the new market and weren’t perceived as a complex automated recruitment solution, rather a video resume service.

We were commissioned to rethink their current website, present the product with consideration to American mentality and renew the logo and visual style.

Soft and round outline of the logo had become a bit outdated, so we chose a wider font with bold shapes that reflected the company’s character. Although we kept the connection to the old letters by using paint caps and a circular C.

The new identity was born from the value proposition we came up with. Each of the post-its recruiters used as reminders became one of the 4 steps in the automated recruitment process offered by VCV.

UI elements like buttons and arrows became part of the new identity. Underlining in typography was intended to highlight the main points.

The main colour green became brighter and more suitable for digital. The 3 complementary colours stood for other steps in the HR process.

Atyp Variable font played a big role in the visual system: thanks to its variability it could be neutral or playful.

The new style turned out to be more flexible and dynamic and combined several graphic elements. They could be used all at once or separately.

Interaction between candidates and recruiters has always been an important part of VCV product, so to encourage it we placed playful and ironic phrases on their branded merchandise.

Prototyping and creating layouts for the new US website was a huge part of the project as well. Our creative and strategic departments together with the VCV team worked on storytelling, UX, prototyping and preparing the website for launch.

From the first pages we knew that the new identity looked great in digital and helped VCV stand out among competitors on the US market.