PROJECT: Enboarder
Rebranding for the AI Age of Enterprise HR
ENGAGEMENT Retained relationship, 2025–present
SCOPE: Brand Refinement · Website Redesign + Development · Print + Display Collateral · AI Workflow Systems
The Challenge
Enboarder had a brand guide, but the execution behind it had gone stale — clunky, a little amateur, not aging well. Leadership’s read was blunt. It didn’t pop, it didn’t hold up against competitors, and was looking dated for a product meant to modernize HR. There was brand equity worth keeping, but the way it showed up everywhere needed a serious upgrade. One hard line from day one: the logo does not change.
The Approach
Client detailed the problems, pointed to competitors and adjacent brands for reference, and talked through where the brand needed to land for HR buyers weighing whether Enboarder was a serious contender. I paired info from working sessions with my own research across the broader HR tech landscape, then developed and presented multiple creative directions, refining toward a final direction through several rounds of feedback.
Every choice was in service of the same goal: make Enboarder look like the sophisticated, modern product it actually is, without spending the brand equity already built.
The result was a brand built around:
- Stronger visual presence — higher contrast and bolder, more deliberate use of color to hold up in a crowded market
- A clearer, more consistent structure for how content and messaging show up across every page
- One unified design language, applied consistently everywhere the brand appears
The Result
Glowing feedback from customers and prospects, “a brand that looks like the serious contender it needed to be.” The message now comes through clear and unambiguous. No more guessing what Enboarder does or who it’s for. Traffic held steady, but engagement improved: better retention, more form fills, more leads. A polished site does quiet work on its own, subtly signaling that the business behind it cares about the details. For a company selling AI-era HR tools to enterprise buyers, that signal matters.
Extending the Brand to All Channels
Ongoing work with Enboarder carried the new brand into documents, presentations, conference displays, and more, keeping it all consistent. The same visual language now shows up everywhere the client needs it.
“It was a bigger, bolder design than I expected but Shannon understood exactly where the brand needed to go for the audience. It’s given us a more dynamic identity, and it’s working. “
Joey Greenwald, CMO, Enboarder
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