The main challenge was that the existing logo was not memorable.
It did not give CV Navigator something distinctive to be recognised by, and it did not carry the feel of a modern B2B SaaS company. For a brand that was being put in front of new customers and investors, that was a meaningful gap. The mark needed to be simple enough to be remembered after a single glance, and considered enough to sit comfortably alongside other contemporary B2B brands. Around the logo, the wider visual assets also needed to be brought up to the same standard so that nothing felt out of step. Working closely with the founder, the goal was to land on an identity that was clean, recognisable, and confident across product, marketing, and print. The whole system needed to feel like it belonged to a serious, modern company without overcomplicating the design.
We partnered with CV Navigator on a brand refresh focused on the logo and the core visual assets that sit around it.
The starting point was the logo. We deliberately went minimal, stripping the mark back to something clean, confident, and quiet enough to sit comfortably inside a product UI without competing with it. From there we established a new typography system that gave the brand a clear hierarchy across headings and body, and a tone of voice in type that matched the founder's direct, outcome-driven way of talking about the product. The colour work built on the brand's existing purple anchor but extended it into a more versatile palette, with gradient treatments that could carry across product, marketing, and pitch materials without feeling repetitive. The goal throughout was a system that felt modern and assured rather than decorative. Alongside the identity work, we produced a compelling video that brought the product to life, walking viewers through the possibilities of the app and showing what AI-powered recruitment actually looks like in practice. We then extended the new visual language into the surfaces the team needed most for early-stage growth: a set of social media graphics, LinkedIn banners aligned to the founder-led growth strategy, and a visual overview of how the new header and website direction should look and feel. To complete the picture, we designed business cards and letterhead so the physical side of the brand carried the same care as the digital. Across all of this, the goal was to give CV Navigator one coherent identity that could move from a LinkedIn post, to a product screen, to a printed card in someone's hand without ever losing the thread.
