Hybrid Design’s Brand Book for Indeed celebrates the global jobs platform’s identity and employees
“The Indeed rebrand was a big lift, involving a visionary team and a new level of trust and support of design across the organisation,” Hybrid Design’s Olivia Ward tells us, discussing the San Francisco-based studio‘s approach to shaping the 2022 brand book for international jobs platform, Indeed. “The cover of the Indeed book needed to recognise, and thank, all of the people across the organisation,” she continues, championing the collective effort in the identity’s creation whilst celebrating the “simplicity and beauty” of the publication. “We elevated that appreciation to a literal thank you note,” Ward adds,” referring to the striking text wrapping the book’s spine, “it was a special way to recognise the amazing teamwork involved,” championing the three years of development that the brand undertook.
Designed as a milestone celebration of Indeed’s platform and employees, Hybrid Design embodied the company’s many characters and the many pathways of job-hunting through the use of contrasting fluid and sharp shapes. “The shape language acted as a bold visual introduction,” Ward details, “hinting at the depth within.”
They opted for Indeed’s brand typefaces – Google Fonts’ Noto Sans and the company’s own bespoke typeface, Indeed Sans – to accompany the forms throughout. “When creating the structure of the book,” she continues, “we sought a dynamic way to highlight all of the hard work that went into creating each brand expression,” finding the solution in the shape-based categorisation, differentiating the content within the book by using short dividing sheets. In doing so, Indeed’s brand book effortlessly hosts a large variety of information, “from vast in-progress artwork files to explorations of the illustration library, to the custom font naming workshop,” as Ward recalls, allowing the detailed process, strategy and teams of each section to be fully appreciated.
Whilst Indeed’s identity was already complete before the book’s completion, Ward recalls the physical opportunity provided by the project. “While the brand was already fully developed by the time we were engaged,” she explains, “this book was the first significant print expression of the guidelines,” due to Indeed’s primarily digital touchpoints. “This was an opportunity to define and tune how the brand translates to the physical world,” Ward concludes, “we worked closely with the Indeed team to translate colour, type and form, leaving behind a template for future physical brand expressions.”