Project: Indeed Brand Guidelines: From Document to Global System Role: Founding Member, Brand Design Team / Lead Visual Designer As a founding member of the creative team at Indeed, I helped craft and scale the brand's core identity from a single internal document into a comprehensive global design system. This project codified the visual and verbal language for every team that touches the brand, ensuring consistency across identity, guidelines, voice, imagery, film, and motion.

Key System Components:

Evolution & Purpose: The project evolved the first 2015 brand guidelines into a unified global system driven by the core mission: "We help people get jobs.". Every design decision is guided by five values: Job seeker first, Pay for performance, Data-driven, Simplicity, and Inclusion and belonging.

Color & Identity: We updated the primary "Indeed Blue" to a deeper, more accessible hue (#003A9B), establishing a core palette that leads with White, Indeed Blue, and Ink Blue. The guidelines establish strict logo application rules, including a clear space equal to one "e" and the precise use of the standalone "i" icon.

Typography: The system introduced "Indeed Sans," a contemporary humanist sans-serif designed to feel warm, clear, and positive from Light to ExtraBold weights. Voice & Tone: We established a verbal identity that is conversational but not overly casual, inclusive rather than patronizing, modern, and bold without being brash.

Imagery & Illustration: The guidelines define a photography style called "Cinematic Humanism," requiring authentic, custom assets over stock photography, utilizing natural light, and ensuring variety. Illustrations follow strict rules to depict real people and real proportions, avoiding cartoony styles entirely.

Shape & Motion: The visual language incorporates arcs and contours cut like paper. This is paired with a specific motion design framework built on quick, intentional, and well-choreographed movements defined as "Scale," "Segment," and "Slide."

Brand in Action: The completed guidelines provide a cohesive framework for everything from high-level film campaigns and TV spots to social media, sponsorships, and core product UI, all reinforcing the belief that "The world can work better.".

https://indeed.design/