Client
Location
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Graphic Design
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Branding
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Web Design
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UX/UI
Fullstack Design for IT Company
Strategic and operational support helping to building a new brand and product.
About the Context
Fitnext Co. is a company that aims to connect technology professionals with companies and opportunities.
The recruitment market within the technology industry is quite competitive and full of dynamics and challenges. Within this scenario, we sought to develop, together with CEO Michele Marques, a project aimed at building a brand that positions itself in the market by slightly shifting the market’s perspective, which is very focused on companies and market fits, and bringing the IT professional to the center of our development. A company that seeks to simplify the relationships between professionals and opportunities, bringing a focus on transparency and the power of choice.
Challanges
Prompted by an urgent request for the development of the business's Visual Identity, we began an in-depth dialogue to understand the client's genuine objectives.
After identifying them, we realized that an initial immersion in the operational segment, in this case, the tech market, was necessary. This immersion would allow us to identify the audience profile, the market context, and its trends, synthesizing the information to generate strategic insights. The challenge was the fact that we were creating along with the client's emerging needs, like a Startup workflow, and as we progressed in the research and intentions, the idea became clearer and more defined for both sides.
What started as just a Visual Identity project turned into a large bundle of services included research, brand strategy and a social media plan, to active the brand. We also worked together with the client on the conceptualization and understanding of the business model through the Business Model Canvas. We developed a hybrid methodology that allowed us to define essential steps and deliverables to identify the client's core idea.
Summary
The project, which started as a simple recruitment platform for developers, evolved, also becoming a new operational focus on relationship and community.
During the research and development of the brand strategy and positioning, we identified the need to divide Fitnext Co.'s operation into three pillars, with similar values and missions, but with different goals and purposes. These pillars are: first, Fitnext Consulting, which operates on a Recruitment as a Service model; Fitnext Community, focused on building relationships and communities; and last but not least, Fitnext Connect, acting as an innovation and technology hub, developing projects and partnerships with other professionals and centralizing demands when it comes to AI.
Results
Talent Partner, focused on building relationships and community. Connecting companies and international opportunities to a pool of Latin American talent.
Strategic results is a brand that understands its structure and areas of operation. Putting tech professionals first, a Brazilian company operating internationally, always looking to bring the best opportunities to the Latin community, especially the Brazilian community. It's not about filling positions, but about building futures, relationships and community.
Extra
AI for persona generation during brand development.
After research, we use the data to create personas in the future that can be used within a design thinking process. We use the research database to feed this library of realities. In this database, we have a context of the global market, bringing characteristics of each region, trends for the future of the sector, as well as information about IT professional profiles and the reality of companies. After identifying the pains and needs of each group, we start developing the personas based on human input. The structure is defined through a process we call forging, where we set basic parameters for creating the persona, a development flow.
After this setup, the user types a short story and the AI auto-completes it based on this database. Once we built a large persona base, it started suggesting combinations of behavioural traits and potential matches between people and roles. A really interesting outcome, since persona generation often lacks real data and now we have a logical and defined starting point. Besides digital assets like images and avatar renders, we also use some profiles as a 'drive' to simulate behaviour within Gemine using the gems. All the generated content is also synthesised through tags for future use in CRM and similar applications.
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