Ispolink is a blockchain startup that aims to provide a cutting-edge match making platform that is designed to address one of the most fundamental challenges nowadays: sourcing top web3 talents. Ispolink’s blockchain based product facilitates the processes for filling roles by providing a full cycle recruitment system. The platform makes the entire recruitment process fully transparent and automated.
The Challenge
Before teaming up with Gantz, Ispolink already had a great business idea, validated by data and research. But to be successful on the market they needed more. A solid branding and a strong visual identity would help them trigger a wider adoption as the standard for web3 hiring and become the go-to recruitment platform for web3 talents and companies. The mainy question was: What's the best approach to get the business started from scratch?
Brand Strategy
When starting a business it's always important to figure out what the basic business strategy should look. Creating a solid brand is a crucial part of the process and helps to define the business. Crucial part of a proper brand strategy is to find out what the basic business values are and how they can be communicated to potential customers. In multiple workshops with the Ispolink team, we developed the brand attributes, user personas, user journeys and more, using proven design sprint methods. Based on the knowledge gained, we created the brand strategy and brand messaging. Together with the team we developed a clear business vision and goals and articulated them in a way their audience can easily understand and relate to them.
Results
Why Ispolink exists beyond business and why customers should care
Who the target audience is and what their pain points are so Ispolink can focus on solving their problems
Clear business vision, actionable goals
Ispoilinks position on the market compared to the competition and how to differentiate from them
A clearly defined brand persona with a unique personality and voice to communicate properly with the target audience
Brand Messaging
When starting a business it's always important to figure out what the basic business strategy should look. Creating a solid brand is a crucial part of the process and helps to define the business. Crucial part of a proper brand strategy is to find out what the basic business values are and how they can be communicated to potential customers. In multiple workshops with the Ispolink team, we developed the brand attributes, user personas, user journeys and more, using proven design sprint methods. Based on the knowledge gained, we created the brand strategy and brand messaging. Together with the team we developed a clear business vision and goals and articulated them in a way their audience can easily understand and relate to them.
Results
Proper verbal and contextual expression of Ispolinks brand strategy
Correct vocabulary to communicate in the brands voice and attract the right audience
A clear storybrand one liner articulating what Ispolink does
Brand Strategy and Messaging together build the foundation and reference point of the whole visual communication (Logo, Corporate Design etc.)
Logo Design & Corporate Design
Based on brand strategy and messaging, we developed a visual design and communication system for Ispolink. As an innovative blockchain start-up with a SaaS concept, a visual appearance corresponding to the contemporary design in the software service industry was needed. Attributes such as trustworthiness and security are inherent of blockchain technology and needed to be expressed in the design. The color blue not only stands for this trustworthiness; the specifically chosen blue tone (#0000ff) also referrs to the technical standards of HTML links and thus relates to the connecting function of the word "Link" in Ispolink. The created company logo also picks up the theme of being connected. Overall a clean, slightly technical style, still with the customer and a human connection in mind is the basis of Ispolinks corporate design.
Website
The business website is one of the major touch points of the user journey. It defines if a visitor becomes a customer. Therefore, Ispolinks website needed to communicate clearly the brands vision and messaging, as well as what the products and services offered are and how they can improve the customers lives. In Ispolinks case, it was clear that there are two very different groups of customers: On the one hand web3 talents looking for a job, and on the other hand companies looking for talents to hire. The specific needs of those groups needed to be addressed and communicated in different ways. That's why I decided to use the secondary colors from Ispolinks color palette to clearly separate the content visually. That way the user can quickly distinguish between content for job seekers and companies. I also created subpages for each group to prevent content getting mixed up.
UX Design
As Ispolink provides a complex match making engine and a platform to source tech talents, creating a satisfying user experience was key for the success of the product. Connecting all aspects and features of the application and structuring the users workflow was crucial. Making complex and rich applications understandable and easy to use is always the goal to provide a great user experience to the customers. After structuring the user journey together with the team, we created a visual representation of the userflow to make clear how the user will navigate from point A to B. After that we visualized the basic structures and elements of the interface as wireframes: Simple representations of the interface which show the basic features. Do we need a button there? Or a checkbox here? Does the user interact with this element? Or is the information read only? Questions like this were answered in this step.
UI Design
In this step the Identity Design and the User Experience did come together to form the aesthetic of the actual product and user interface. After defining what Ispolink is in it's core all about and what will be needed for a satisfying user experience, the visual appearance of the platform itself came into focus.What colors will be used for which kind of element of the UI? How will a button look like? What kind of icons will be suitable for what pupose? Sharp edges or rounded corners? And what does that communicate to the user? Does it fit the overall brand strategy and identity design? Does the UI serve the different user types properly?
"GANTZ managed to bring out the core values of our project and expressed them seamlessly in our product and website. Their systematic approach and attention to detail are beyond impressive. Choosing them was the best decision for our business."
Nikolay Pavlov
CTO & Founder, Ispolink
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