Project Overview
The Xemplo brand refresh was designed to strengthen the identity of this two-year-old SaaS startup, positioning it as a modern and trusted HR compliance platform. The goal wasn’t to reinvent the brand, but to refine and evolve it by building on its existing equity while introducing new elements to resolve visual inconsistencies and improve scalability.
The Challenge
The previous identity lacked cohesion across marketing and internal communications. With no established brand guidelines, the platform’s UX/UI design system was often repurposed for marketing materials, leading to inconsistencies in visuals, colours, and typography. As a result, the brand’s identity and messaging became fragmented, weakening overall brand equity.
GOAL SUMMARY
• Evolve the visual identity without losing recognition
• Create a modular and cohesive set of branding guidelines
• Improve brand presence across all touchpoints
Refined Visual Language
The refresh centered on the theme “People-First Approach.”
I wanted Xemplo to move away from lifeless UI screens and cliché ‘posed’ stock images to highlight that the focus is on the people, not just the platform itself. I also introduced a ‘Holding Shape’ to frame the subject and make them more central to the theme.
Other refresh included tightening the core elements by simplifying the colour palette and redesigning the UI modules and removing ‘decorative elements’ that had no purpose. This resulted in a cleaner and more mature aesthetic that works seamlessly across both digital and print applications and quicker to get to market.
Applications
The rebrand will be rolled out across Xemplo’s key channels from digital interfaces, social media templates to internal communications and presentation decks.
Each application achieves a cohesive, professional, and people-first approach aligned with the brand’s software platform.
Outcome
The refresh delivered a consistent, scalable visual identity that enhances brand presence and most importantly, equity.
The result is a design language that feels mature, confident, consistent, flexible, and ready to scale with Xemplo’s growth.