My Role: Project
Manager & Design Lead
Client: JobCloud is a platform that offers a range of digital recruitment solutions. It’s portfolio includes renowned job portals such as Jobs.ch and Jobup.
About the project:
With 25+ years as market leaders, both platforms had an outdated identity that no longer reflected the job seekers’ expectations of today, in a post-pandemic job market, shaped by the a new demographic (Gen-Z), flexible work opportunities, and prioritization of work-life balance.
A comprehensive analysis of both job portals’ corporate design, concluded that despite looking clear and professional, the design looked impersonal, indistinctive, white-collar focused while also lacking clear brand values (see image below).
• A Bold Brand - While competitors targeted younger audiences, most of their brand design was weak, offering us an opportunity to stand out with a distinctive character and clear values.
• Swissness - Standing out while reflecting our heritage and regional nuances.
• Joyful & Aspirational - A fresh brand, with clear values and visual language that resonates with younger talent.
Our Strategy:
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Our Strategy: *
The new identity is built around the Life Path: a flexible visual principle, representing a job seeker’s journey, which isn’t always linear, reflected in the logo, type and custom illustrations.
We unified both brands, by creating a similar colour palette, with different accent notes, to further enhance their differentiation within their local markets (West Switzerland & Romandie)
People are at the heart of the new imagery. Celebrating diversity and individuality, the images look authentic, approachable, and real. The new imagery portrays adults in moments that balance work and life, always at eye level and in genuine, joyful moments.
The result: a more youthful, relevant presence for the Swiss market.
Launched in February 2026 on all jobs.ch and jobup.ch platforms.
User Testing & Results
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User Testing & Results .
We tested our new brand assets with 300 participants across Switzerland (German & French-speaking regions):
• Brand colors resonated strongly with our values;
• The redesign was well received across all target groups;
• 72% found the design more distinctive than competitors