Transforming HR: Crafting a People-First Brand Identity for TWOTransforming HR: Crafting a People-First Brand Identity for TWO
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Higor's avatar
Higor Miguel
pro
• Jun 23
TWO is an HR technology company built to redefine how large enterprises experience Human Resources — moving away from operational bureaucracy toward strategic, people-first management.
I was responsible for the entire brand identity: concept, strategy, visual system, and all real-world applications. The core challenge was to create a brand that could speak to corporate decision-makers with authority, while feeling genuinely human — something rare in the HR market.
The solution began with the typography. Rather than using an off-the-shelf typeface, I customized the letterforms so the W and the O would integrate naturally with the brand symbol — a smile mark embedded directly into the wordmark. The result is a logo where meaning and form are inseparable: the name TWO literally smiles.
The color system pairs deep navy (#021E45) — conveying trust, stability, and corporate confidence — with a vibrant red-pink (#D20433 · #FB4879) that brings energy, warmth, and differentiation. Together, they define a brand that is serious about business and serious about people.
Beyond the brandbook, the identity was applied across social media, institutional presentations, marketing assets, and branded apparel — proving the system works at every scale and on every surface.
TWO is a brand built to last: distinctive enough to be remembered, flexible enough to grow.
Brand DesignGraphic DesignIllustrationAdobe Illustrator
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