04_Spods
They asked for a new website. The project became a full rebrand for an AI recruiting platform that had outgrown its startup look.
Visit live site- Client
- Spods
- Role
- Brand strategy, design and development, solo
- Scope
- Brand Identity, Web Design, Design System, B2B SaaS
- Year
- 2026
- The problem
- A solid product behind a dated identity that looked like every other startup.
- What I did
- Rebrand, website, three audience landing pages and a design system. Alone, from strategy to code.
- The result
- A premium brand that matches the product, and a site the team now grows on its own.
They asked for a website. The real problem was the brand.
01Context
A serious product behind a brand that did not look the part.
Spods is an AI-native recruiting platform for HR and talent acquisition teams. The software was solid and the company was growing past the startup stage, but its communication had been put together over time without a designer.
02The problem
A new website on the old identity would have changed nothing.
- The brief
- Redo the website. The team felt that was the part holding them back.
- The diagnosis
- A new site built on the old identity would have looked like many other startups in the market. The logo, the typeface and the tone were the limit, not the pages.
- A hard sector to make fresh
- HR and talent acquisition software tends to sound the same. The brand had to feel premium and current without losing credibility with the people who sign the contract.
03The approach
Identity first, website second.
I proposed to go beyond the brief and handled brand strategy, design and development alone. New logo, new typeface, a more premium tone, and the same refresh applied to the social channels so every touchpoint tells one story.
One color to say where the AI works.
AI is the core of the product, but it is hard to show. I tied orange to everything the AI does, so across the site and the product story people can see at a glance which steps of the hiring process are handled by it.
04The solution
Three audiences, three landing pages.
Spods sells to three distinct audiences. One generic page could not speak to all of them, so the site is split by who is reading.
- A home page for decision makers
- It explains the product and shows that it works, with one action that matters: book a demo.
- A landing page per audience
- Each one uses the language, problems and proof of a single audience.
- Ready for paid campaigns
- Each landing page can be promoted on its own to reach a specific market niche.
Built to keep growing without me.
A growing company needs consistency, so the identity lives in a design system: every new page starts from the same components and rules.
I also pushed for a blog the team manages on its own. In my experience it is what keeps a site alive and brings in new people through search.
05The result
A brand that finally looks like the product it sells.
The new site is bringing in visits from prospective clients, and the team is already planning the next areas to work on together.