5Candidates | Product Website & Branding
5Candidates | Product Website & Branding
Team Me
(
2025
)
Building the identity of an AI recruiting startup. See how I led a 0-to-1 brand creation and website development for 5Candidates, transforming a simple name into a credible, investor-ready company through a complete design system and comprehensive marketing assets.
role
Lead Marketing, Brand & Web Designer
Industry
HR Tech, AI Tool
The challenge
From a Concept to a Credible Company
How do you build a visual identity and digital product from scratch for a platform that aims to change how companies hire? 5Candidates had a groundbreaking AI recruiter agent that automatically screens and interviews candidates, but the brand itself consisted of nothing more than an initial name and logo.
The main challenge was to build a comprehensive brand identity and digital presence from the ground up to establish market credibility, attract investors, and appeal to both HR professionals and candidates.
Solution
I led the complete 0-to-1 creation of the 5Candidates brand identity and product website.
The project featured a comprehensive Brand Book, a custom design system, an interactive product website, and vital marketing materials- including investor pitch decks, social media content, and sales presentations.
Looking Beyond Traditional HR
Looking Beyond Traditional HR
To understand the product's unique value, I conducted in-depth market research on AI recruiting competitors like Apriora, Workable, and Findem, as well as leading SaaS products.
The goal was to identify design trends in the AI and HR spaces and build a brand that speaks directly to HR professionals.
It was crucial to maintain a highly accessible, simple user experience while still preserving an advanced, high-tech "look and feel" that differentiates the brand from its competitors.
The Strategy
Architecting a Tech-Forward Experience
Working from the ground up, I first created a Brand Book defining the brand's colors and typography. I then built a comprehensive Design System to create a consistent, responsive UI kit.
Beyond visual design, I developed the website using Figma Sites- learning the tool as I went along. For complex animations, mobile menu creation, and responsive forms with API Key integration- I utilized Figma Make to design animations based on components and incorporated custom CSS code to create a mobile menu with overflow.
Establishing an Investable Startup Presence
My true impact on this project was taking a raw concept and giving it the polished, professional presence of a real, investable company.
By designing the brand's entire visual language from scratch and producing critical marketing assets- such as investor pitch decks, product One-Pagers, and social media campaigns- I provided 5Candidates with the foundational tools needed to secure partnerships, attract investments, and confidently launch into the market.
Reflection
As the sole designer in a fast-paced, dynamic startup environment, I managed the entire process end-to-end- from competitor research and brand building to delivering a fully developed product website.
Taking ownership of both the strategic product decisions and the technical execution allowed me to grow significantly and deliver a brand that successfully positions 5Candidates as an innovator in the HR tech space.
