Credenza Brand Development

The Credenza brand grew from a need to distinguish our full-time offerings (our job board, clinician and employer profile experiences, essentially the SaaS piece of the business) from IntelyCare's strong position in market as a W2 per diem shift work mobile app.

With only a single designer and C-Suite stakeholders to provide input on the inevitably messy process, we worked through color palettes, fonts, imagery guidance, and a high level messaging house to start. How could we visually belong to the same family / corporate entity, while seeming like a self-started company? A softer color palette, a more tech-forward font face, imagery that didn't scream "nurses!", and positioning that paid homage to our heritage while looking forward to our product roadmap.

While we are constantly evolving the company's positioning and producing more web assets, I'm proud of where we've landed with the Credenza brand guidelines and design systems.