When Employment Hero approached Design by Twist with this brief they knew we were in for something big. The task was no small one: develop a brand identity for the world's first employment superappSwag. Design by Twist worked hand in hand with the Employment Hero team, carefully crafting a name, strategy, and visual identity to bring this innovative brand to life.

Employment Hero is a leading people management platform connecting and empowering over 200,000 businesses across the world. With the launch of Swag, they looked to switch gears and engage employees on a more personal level. Design by Twist wanted to create a new brand that could connect with employees while still catering to their primary customersthe employers.

Inspired by the quintessential Australian swag, their name was the perfect fit for an app allowing people to carry all the necessary tools for employment with them wherever they go. A custom logotype with a sense of movement further evokes the idea of being on-the-go.

One of the first tasks was to give individual personalities to the four different pillars: work, career, money and benefits. Design by Twist defined a colour palette that could flex across the product offering while maintaining a cohesive look & feel.

Swag is all about flexibility and choice. This was the starting point for their highly flexible design system, one that brings together imagery, typography and illustrationwith the ability to flex across channels. Design by Twist also worked with Mac Archibald to develop motion behaviours that captured the energy and vibrancy of the brand. The result is a visual identity that can adapt to any product or customer touchpoint.

Design by Twist worked with NiceShit Studio and Holamaybe to develop distinctive illustrations and patterns that spark warmth and provide moments of joy throughout the user experience. The patterns are colour-coded, designed using different gestures to reinforce each brand pillar.

With such a multifaceted offer, Design by Twist needed to be simple, honest and directwhile speaking to the transformative nature of the app. They partnered with Tone Agency on a brand voice that would stand out in a crowded marketplace. From billboards to the app content, their voice inspires people to take control of their work lives.

Swags digital experience was key to the roll-out. Design by Twist created the website look and feel which was exceptionally crafted by Swags digital agency, DashDigitaltranslating the brand idea seamlessly across every element.

A brand built for the future of employment in every way.

Collaborators

Brand Strategy: Tone Agency, Ryan Curtis Brand Writer: Tone Agency, Ryan Curtis Illustration: Nice Shit, Holamaybe Brand Video: Never Sit Still Motion Principles: Mac Archibald Website Development: DashDigital