The project introduction
Tap & De Groot is a Dutch company specializing in HR and recruitment services, now expanding into salaries and accounting. They position themselves as the go-to partner for entire HR departments, supporting companies in need of expertise.
To reflect their growth, they seek a refreshed brand identity, including a new logo, a refined brand message, and a redesigned homepage to enhance clarity and engagement for both current and prospective clients.
The challenge:
Visual Hierarchy and website Structure, prioritize the new brand message to the current client, Attracting new clients by strong hero section.
The solution:
Clearing brand assets, better website hierarchy, and focusing on new messages through a business approach.
Logo Design
I designed the logo based on a cube shape, which represents small businesses. Around the cube are people supporting from different angles, which symbolizes the full HR services.
The colors in the middle are warm and energetic, which means that you are at the heart of our company. We help you grow by supporting from the outside with the color blue, which means trust. The font is also strong, solid, and clear.
I wanted to avoid assumptions and difficulties, so that everything in the logo is clear, including the tagline. The message for both current and potential customers is quick and easy to understand.
Color Palette
I created a color palette based on the requirements. I made sure that the colors matched the print work well. Orange stands for energy, blue for trust, dark blue for depth, and white for space and freshness.
I also added web-specific colors, such as for error messages and successes. In addition, I added an extra color, yellow, for a more vibrant look in the palette.
Brand final though
My understanding of the brand is that it is an HR company with 20 years of experience, but with limited services, that now wants to become a lifelong partner for both existing and new clients.
Therefore, a fresh, energetic look is needed that also exudes confidence and modernity.
My idea is that Tap & De Groot wants to be a part of your company, to help you grow and build a long-term partnership.
Persona
Sara Manne-46
Position: Managing Director of a Small Enterprise
Industry: Manufacturing
Goals: More efficient HR processes and legal compliance.
Challenges: Payroll and changing regulations.
Values: Trust, practical solutions, and professional communication.
Wireframe
I decided to add a button for a free consultation to build trust with new customers, and for existing customers, it is free.
A showcase of the project can show existing customers what possibilities there are for their business and at the same time build trust with new customers.
I also decided to put the services in the second section so that users can quickly access the services once they decide to explore further.
Additionally, I included testimonials from satisfied customers to reinforce credibility and demonstrate past successes.
A frequently asked questions (FAQ) section was added to address common concerns and make the decision-making process easier for visitors.
I optimized the call-to-action buttons to be more prominent, ensuring they stand out and encourage user engagement.
A contact form was integrated for seamless communication, making it convenient for potential clients to reach out.
Lastly, I ensured the website design remained clean and modern, enhancing user experience and keeping visitors engaged.
Final Design (2 version)
