What began as an “express” rebranding for Arena Analytics became a 2-year long partnership, during which our team created elevated, cohesive branding to implement throughout the company. The outcome? A new website and aesthetic to implement across Arena’s branded materials, from product demos to marketing materials. The cherry on top? A deep understanding of our client’s business, mission, and values that helped us create the most brand-aligned designs possible.
Arena’s SaaS offering is as cutting-edge as they come: Predictions generated by artificial intelligence that tell companies whether a candidate for a job will be retained if hired. Not only that—Arena’s algorithm also includes powerful bias mitigation technology. This means that companies that hire based on Arena’s predictions remove any sort of unconscious prejudice or bias from the hiring process, making for a more equitable job market. When they partened with us, Arena had a classic, traditional look that needed a refesh that truly reflected the way they’re transforming the labor market using AI.
From the start, we were excited to take on a project whose value’s aligned so closely with Indi’s. But that doesn’t mean it didn’t come without its challenges. Over our more than 2-year partnership, we identified 4 main challenges to elevating Arena’s digital brand:
1. Brand Narrative Workshop
First things first: Defining Arena’s new identity. Using our custom Brand Narrative Workshop, we were able to nail down the story that Arena wanted to tell the world. We created a Brand Messaging Guide based on this workshop that included voice and tone guidelines, language to resonate with Arena’s different audiences, and Voice of Customer research.
2. Visual Branding
In our branding workshop we defined Arena as the trailblazer of hiring tools, transforming the labor marketing by cutting uncertainty and bias out of the hiring process. This was reflected in Arena’s new Style Tile, which included an exciting new color palette and human-centered imagery that reflected Arena’s values. This formed the basis for a UI Library that kept on growing as we went along.