Crafting Brand Identity for a unique recruitment platform

At Fullthrottle Labs, we set out to solve a very real HR struggle, juggling multiple tools just to hire a candidate. That sparked the idea for PyjamaHR, a forever-free ATS that's powerful with all the necessary integrations but refreshingly human.

Our challenge? PyjamaHR looked too generic for a product with such personality. We needed a brand identity that is professional, clean and a little cheeky. This case study covers how we brought that vibe to life across the brand and website.

I began designing the PyjamaHR logo with the goal of balancing playfulness and professionalism - just like the product itself.

Early explorations included icon concepts featuring HR-related letters, soft curves, and abstract human forms. After several iterations, we arrived at an icon-mark that subtly nods to the brand name, paired with a clean wordmark using modern, rounded letterforms to reflect the product's intuitive and approachable UX.

The icon-mark features two inverted pyjamas with threads, subtly symbolizing that whether it's day or night, hiring on PyjamaHR is effortless. Paired with a fresh color palette and plenty of whitespace, the final identity feels warm, trustworthy, and refreshingly human.

The PyjamaHR website was designed to clearly communicate the product's value to HR professionals while reflecting its playful yet professional tone.

I focused on building a strong visual hierarchy, writing friendly yet functional microcopy, and guiding users toward sign-up with clear CTAs. The site was optimized for performance and responsiveness, creating a smooth experience across devices. From layout to language, every touchpoint was crafted to make PyjamaHR feel approachable, trustworthy and worth trying.

This project taught me that good design starts with empathy - balancing user needs with business goals. Also working with such a collaborative, talented team made the whole process rewarding.

Here's what I learnt

• A clear, approachable brand voice builds instant trust in crowded B2B markets
• Visual hierarchy and tone consistency directly influence user behavior
• Strong branding isn't just a logo - it's the foundation for conversion, retention, and recognition
• Human-first design in HR tech isn't a nice-to-have-it's a game changer

I was also tasked with leading the complete design of the ATS tool itself - across web and mobile platforms, while working with two talented designers and collaborating closely with an incredible dev team - caffeine-fueled and chaos-free (mostly).

Curious how the full ATS experience turned out? Head over to the next project page to explore it in detail.