BetrWorkr.

The brief

BetrWorkr connects talent and opportunity in tech and fintech. My scope covered visual direction and brand architecture, including the relationship with Kaizen.

The challenge was to give the main brand and its wider family a connected visual language that could work across digital and physical applications.

A connected system

I shaped the direction around an interlocking mark, a navy foundation and blue-and-green accents. Those recurring elements give the work a recognisable structure while leaving room for different layouts.

The brand architecture also needed to account for Kaizen. Thinking about the relationship between the names was part of the identity work, alongside the individual applications.

From identity to applications

The collection follows that direction through stationery, signage, digital layouts and merchandise. Each format asks something different of the identity: a small signature on stationery, a more immediate presence on signage, and a mark that can stand on its own.

The outcome

The work brought the core identity, sub-brand architecture and application designs into one connected body of work. The examples show how that relationship holds across formats.