ORIANA – creative direction

Oriana was conceived as a new kind of talent platform: one that connects vetted creative and strategic professionals with purpose-driven organisations through AI-powered matching, squad formation, and flexible workforce models.

Before launch, the venture existed under a different name with an earlier brand direction. Nothing was live yet, but the founders needed a complete brand overhaul to match the ambition of the platform they were building. The identity had to feel modern, human, and quietly confident, a brand that attracts talent rather than advertises to it, while scaling across multiple service lines and future product layers.

I joined as an early collaborator and freelance Creative Director, responsible for reshaping the brand from the ground up. My scope covered brand strategy, visual identity, website structure and UI/UX, and the creation of a scalable design system that could grow with the platform.

The work began with understanding Oriana's purpose, audience, and positioning within the future-of-work landscape. From there, I developed the core identity system: logo evolution, colour palette, typography, and brand behaviour. Everything was designed to feel contemporary and human-centered.

The scope of deliverables included:

Brand Strategy defining Oriana's positioning, voice, and personality

Visual Identity including logo, colour system, and typography

Website Structure & UI/UX Design translating the brand into a functional digital experience

Presentation Templates & Pitch Decks for investor and client-facing communications

Social Media Toolkit ensuring consistent brand presence across channels

Modular Design System & Component Library enabling teams to create on-brand content independently

Brand Charter & Guidelines documenting the full system for long-term consistency

The visual language positioned Oriana as a contemporary talent platform rather than a traditional recruitment agency. The brand balances technology with creativity, using clean interfaces, bold typography, and editorial-inspired layouts. The tone is purposeful without being corporate, approachable without being casual.

A key consideration was scalability. Oriana's offerings span freelancers, squads, placements, and programmes, each requiring distinct communication while remaining part of a cohesive whole. The design system was built to accommodate this, with modular components that flex across service lines, microsites, and community touchpoints.

Oriana launched as a fully functioning talent platform with AI-powered matching (Oriana Intelligence), a curated talent network, and four distinct service offerings: Freelancers, Squads, Placements, and Programmes.

The brand system I created provided the foundation for everything visible on the platform today, from the website and onboarding flows to the social presence and editorial content. The modular design system continues to support Oriana's growth as the platform evolves.