Over the past decade, this traditionally conservative brand has over-used its brand assets, which were primarily built for print media. As a result, they are now overdue for a visual intervention. In 2020, Robert Half Inc. made a decisive move into the automation and remote services era. Consequently, the brand requires fresh assets that can seamlessly adapt to the ever-evolving digital landscape.

Our mission is to elevate this brand from its current financial corporate aesthetic and introduce a revitalized version that places people at the forefront.
We aim to create a more approachable and insightful brand identity that resonates with the modern era, aligning perfectly with Robert Half Inc.'s forward-thinking vision in the dynamic digital realm.

The approachable expert

The “Approachable Expert” concept as a brand personality descriptor is the distilled idea of all the best qualities of our products and services connected to our audience’s insight. This direction laid out a canvas of opportunities for the Robert Half brand to maintain its hard-earned reputation over the years as we move forward in a constantly evolving market reality.

“My creative vision, in simple terms, was to improve the brand's look and feel by completely changing the use of colors and the layout grid by including new rules and avoiding boxes.”

Digital Branding Rules

To elevate this brand from its current financial corporate aesthetic and introduce a revitalized version that places people at the forefront.
We aim to create a more approachable and insightful brand identity that resonates with the modern era, aligning perfectly with Robert Half Inc.'s forward-thinking vision in the dynamic digital realm.

So we introduce a set of rules for “Digital Branding” or tips everyone working on a visual system should understand to help define a strong system that can be scalable and adapt to all business needs, while building reputation thought the experience. We will follow some of the rules of digital branding.

It’s not a square,
and it’s not a circle.

A shape intermediate between a square and a circle, the squircle is the base of our visual system, which softens the brand perception, moving away from the rigidity of rectangular boxes previously seen across our visuals. Repeated throughout our design system in the backgrounds of images, the squircle provides a visual rhythm that further reinforces brand recognition.

Besides avoiding “boxy” layouts by introducing the squircle frame, we updated the entire color palette, to help bring more vibrancy while displaying the brand or info on screen and to add a touch of softness we introduced two new background colors.