![](https://freight.cargo.site/t/original/i/0b0a890f48d782d62f7494e0772699b51cd075e40f94492201dda804e0c35abc/1.PHENOM_LOGO_ANIMATION_01_RENDER.gif)
Phenom
Branding
Founded in 2011, Phenom set out to become a global HR technology company that could help a billion people find the right job and discover their true potential. Since then it has experienced significant growth, with +1,200 team members, and +400 customers.
Delivering an AI-based SaaS platform that connects HR professionals with the talent that they seek, and vice versa, Phenom came to Moving Brands to develop a brand identity system that felt more human, asking for our help to connect the dots between their intelligent HR technology and the real people it benefits the most.
![](https://freight.cargo.site/t/original/i/ae9ecfe74c46912bc67d6998cc39d3f66c8ef898b86a1e384a6b71ff6570da80/Bynder-Assets-10.jpg)
We redefined their identity to illustrate the realities of our more emotive and purpose-driven career journeys.
We then brought it to life visually through the use of motion, iconography, illustration, photography guidelines, a logo refresh,
‘Pathway to Purpose’ and what became an internal rallying cry for the brand—Pathway to Purpose.
The new Phenom identity is a sophisticated and human-first creative expression inspired by their vision of a more empathetic approach to HR.
We then brought it to life visually through the use of motion, iconography, illustration, photography guidelines, a logo refresh,
‘Pathway to Purpose’ and what became an internal rallying cry for the brand—Pathway to Purpose.
The new Phenom identity is a sophisticated and human-first creative expression inspired by their vision of a more empathetic approach to HR.
A career path is beautifully complex and often non-linear![]()
What we think a career path looks like & What they actually look like
![](https://freight.cargo.site/t/original/i/bc2b2e89496e4160ff1a39911335899dfbb076d22129daaea62ae8eec61640d0/unnamed-8.png)
What we think a career path looks like & What they actually look like
Colors inspired by Holi
The Phenom gradients are derived from the Hindu festival, Holi, inspired by the founders’ heritage. We use a celebration of color to add an alternate layer blend to our palette.
The Phenom gradients are derived from the Hindu festival, Holi, inspired by the founders’ heritage. We use a celebration of color to add an alternate layer blend to our palette.
![](https://freight.cargo.site/t/original/i/b6160461313e5e9c1de06da9a863cb42438f01b8e7400a8e3a3c189cde57bfbb/Phenom_Holi.jpg)
![](https://freight.cargo.site/t/original/i/ecfeeb3a77bc1dbb8f639a3157310b2b37df2d989038e0e7f7b8a1fc1180520a/Bynder-Assets-01.jpg)
![](https://freight.cargo.site/t/original/i/79dc4bba2e7b8f846897a3734844d2670fc5cc52ffb2cae3d34af2e96b189ce1/Phenom-LinkedIn-Example.png)
![](https://freight.cargo.site/t/original/i/0d08f62fa5f6ad8aef2e1e8f86858555c72ef9faf3d4c3128f1f900da8f116b1/Bynder-Assets-16.jpg)
![](https://freight.cargo.site/t/original/i/ff489d4d89e3ada7ad7c29f3110013aab120faa9c67b41498ed17b61649267e1/Bynder-Assets-11.jpg)
![](https://freight.cargo.site/t/original/i/76fdd04bf7f70af7cbb2c457da1d0a4ce1153fdf5fe28284bd29c1fdbfb36f2e/Phenom-IG-Example.png)
![](https://freight.cargo.site/t/original/i/a1b9a2ea736ef7d580401f492c8d6d19e43ff686ac0bc97ea42c5e5bb08b8000/PHENOM_STROKE_02_GRADIENT.gif)
![](https://freight.cargo.site/t/original/i/9d15a4946b7550c1fa97cf8849ffe0cf66bc6ca95de5ab4e376e02272d979148/PHENOM_3DSTROKE_02_White.gif)
![](https://freight.cargo.site/t/original/i/16049b12d10ae08698ff5d30a8c632a758e0f94bf150fa0055a03534f9111208/PHENOM_STROKE_12_GRADIENT.gif)
![](https://freight.cargo.site/t/original/i/67a56c154b16e3bc2e3be2b4baf7a08c8b4d0012d5be3ab12f74aa4a99a1f153/PHENOM_STROKE_18_GRAD.gif)
![](https://freight.cargo.site/t/original/i/ff868aa70037ec123e36376e3bab67849e87d90e42399e34d7327a0d37d69183/Graphic-Element-01.png)
![](https://freight.cargo.site/t/original/i/0c6baba7b7ec90d45b2a321452f0b633310755109742f972fd6a70a7d2958765/Graphic-Element-02.png)
![](https://freight.cargo.site/t/original/i/d24f531baaabdab57c39f4cc913f0a06b2eb6e16e9d88e16eb3e628f1e7cb566/Phenom-Iconography-Motion-Example.gif)
![](https://freight.cargo.site/t/original/i/7ffbc38d292a184756cdeb65edb5f524f38f3a32cb5eb68c54a4075c62078c60/Phenom-Tri-Board.png)
![](https://freight.cargo.site/t/original/i/61b7dc63ce3a3454db6e383e01b1bca105b67e4c14c23bad12591613ea4abb36/StrokeG.gif)
![](https://freight.cargo.site/t/original/i/c5a64186e31667c430bddfaacbec6e0c5ceda9a8bb17cbe7166dbe08272510e5/goto-1649367354-6e35ee4cdf5a3c83f23b2493d3df519c-SCALE-3000x3000.png)
Michelle T Wu ©2024