At Heart is a lightweight HR tool for SMEs that ensures that everyday moments such as birthdays, anniversaries and evaluations are automatically delivered at the right time. Employees feel seen without the need for manual work. For this new brand, we built everything from scratch: brand strategy, visual identity, website and product design.
The brand strategy sessions gave birth to the brand idea 'Everyday Magic': the magic isn't in big gestures, but in that little bit of attention, at the right moments.
A visual competitive analysis showed that the HR market is quite monotonous. We grabbed that opportunity. At Heart's visual identity is built around Romantic skies and icons in a painterly style that refers to the magic in everyday moments.
That calm style is carried through consistently across all touchpoints. On the website, the visual language sets the tone immediately: optimistic and human. In the product interface, the brand idea translates into the details of the UI, making the tool feel like part of the same story. One consistent brand experience, from first impression to daily use.
