PEOPLE AT RECHARGE BRANDING, GUIDELINES + COLLATERAL
Recharge is a leading subscription payments platform helping ecommerce merchants of all sizes launch and scale subscription offerings, powering brands such as Oatly, Native, Theo Chocolate, Pela, and Billie. Growing quickly from a bootstrapped startup to a leader in the industry, Recharge needed an employer brand to reflect its culture and attract top talent.
Before diving into art direction, the tone of the brand had to be determined—what does it feel like to work at Recharge? After much brainstorming, overall themes of a connected culture, trust, empathy, and individual pieces working together as a whole emerged. Visually, the employer brand needed to be a special, yet familiar extension of Recharge's core brand identity. A variety of intermingling shapes, differing in texture, color, and line evoked the mood and related to the visual language of the core brand, yet wasn't a too-overt theme and could flex to accommodate a variety of applications. A stamp was also developed to add some fun and whimsy to People at Recharge materials and to provide an option for a different mark than the core Recharge brand icon.
A set of guidelines defined best practices around the new brand, including how to use the stamp, the color palette, which was expanded to add some warmer tones, typography, and more, for use both by designers and the People team.