Case Study

Two audiences, one interface

HR Benefit — brand relaunch and platform for corporate benefits

HR Benefit wanted more than a new design. A workshop turned into a complete brand presence: a logo that reads like a QR code, an icon system for every service, a color palette for two audiences — and a website that speaks to employers and employees alike.

Banking & Finance
Professional Services
Branding
Brand Strategy
Graphic Design
UI/UX Design
Web Design

Tablet and smartphone on a light table, both showing the new HR Benefit website

As with every major redesign, it all started with the first step: redesigning the logo, whose clear, structured form recalls a QR code and so captured HR Benefit's digital, future-facing vision.

The logo unfolds in its full versatility, with every variant showing off the brand's flexibility and adaptability.

Animation of the color palette: color fields and gradients change, with their hex values — The video shows the colors at their full intensity, both in pure application and in flowing gradients that underline the brand's dynamic, modern aesthetic.

Animation of the type samples, showing “Teko Semibold” in two colors — The combination of Sarabun Bold, Sarabun Semibold and Teko Semibold creates a clear contrast between seriousness and dynamism. It unites precision and modernity and gives the brand a strong, contemporary presence.

Dark home page draft with a symbol made of orange and turquoise bars — The slider shows the early mood boards, with different logo drafts built straight into them. These first steps make clear the creative range and the intense design process that finally led to the brand identity.

Animation of the app icons, showing “Benni Bike” on green — The app icons, which take their cue from the new logo, represent the different services and round out the redesign with a clear, modern aesthetic.

“Benni Ticket” icon: a train seen head-on, white on turquoise — The app icons, which take their cue from the new logo, represent the different services and round out the redesign with a clear, modern aesthetic.

Laptop showing the benefits calculator, next to it the question “How much can you save with Benni?” and the Benni brands — A central element of the new website is the Benni benefits calculator. Employees can use it to work out their extra net pay without any fuss, while employers get a clear overview of how much they can save by integrating corporate benefits with HR Benefit.

Results page of the calculator with the buttons “Get advice” and “Arrange an appointment” — A central element of the new website is the Benni benefits calculator. Employees can use it to work out their extra net pay without any fuss, while employers get a clear overview of how much they can save by integrating corporate benefits with HR Benefit.

Calculator table with savings, cost and total for each Benni service — The Benni benefits calculator not only gives a quick calculation of the financial advantage, it also shows transparently how corporate benefits pay off for both sides, employees as well as employers, and strengthen retention and motivation.

Image “Reliably at your side”: a cyclist on a yellow circle — The Benni benefits calculator not only gives a quick calculation of the financial advantage, it also shows transparently how corporate benefits pay off for both sides, employees as well as employers, and strengthen retention and motivation.

Four smartphones side by side showing views of the mobile website — The mobile version puts the advantages of HR Benefit straight into users' hands. On smartphones and tablets, employees and employers alike can reach the key functions at any time. Whether to calculate their savings or to manage benefits without any fuss. Flexibility that makes everyday life simpler.

Three posters side by side on a wall, among them “More freedom with BenniBike!” — In public space the brand draws attention immediately with clear, strong visuals. Simple, striking designs combine modern typography and bold graphics that make the brand unmistakable, visible everywhere, always memorable.

The designs find their way onto everyday products such as clothing, bags and ID cards. These practical applications carry the brand identity and keep the brand's visual language present in the working day – functional, stylish and memorable.

The digital redesign of a brand with a future

It was clear from the start: HR Benefit wanted more than just a new design – this was to be a complete, forward-looking brand presence. In an intensive workshop with considerably more participants than usual, we analyzed the brand identity precisely and worked out how the company's vision and values could be clearly reflected in the digital world.

The result was a complete redesign that began with a modern, clearly structured logo reflecting HR Benefit's digital and innovative direction. A new icon system and a thorough redesign of the flyer and the website were part of the project too. The website was to be more than a visual presentation as it had been so far; it was to offer a user-friendly platform that speaks to employers and employees alike.

We let ourselves be guided by the clear lines and structure of the brand. Every design element was to have a function and at the same time feel memorable and innovative. You want proof? Here you go: after only a short time we took one conversion option off the website because the company temporarily could not keep up with the huge number of enquiries.

The Benni benefits calculator is online by now as well: employers use it to work out in seconds how much they save through corporate benefits, and employees see what the benefits are worth to them.

With two referrals from HR Benefit already, we seem to have got everything right here.

Client: HR Benefit
Studio: Creative Agency WAGEMUT
Services: Branding, Brand Strategy, Graphic Design, UI/UX Design, Web Design
Industry: Banking & Finance, Professional Services

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