Hidden Layer Brand Identity Development

Defining a clear, credible visual identity for a specialist AI recruitment consultancy. Delivery focused on logo development, brand foundations, and core launch assets to support early-stage growth.

Year: 2025

Hidden Layer is a specialist recruitment consultancy operating within the AI and data ecosystem, with a particular focus on the Swiss market. While the business had already launched with an interim logo and basic website, there was no cohesive visual identity or supporting brand system in place.

The objective of this project was to refine and formalise the brand, creating a clear, confident identity that could communicate technical credibility while remaining human and relationship-led. The work needed to establish strong foundations that would support both immediate client outreach and longer-term growth.

I led the project from initial brand exploration through to final delivery of all assets. This included refining the brand positioning, developing a new logo mark, defining the colour palette and typography, and documenting the system within a concise style guide.

Alongside the core identity, I designed a set of practical launch materials, including LinkedIn branding, a sales one-pager, and a pitch deck, ensuring the brand could be applied consistently across key touchpoints from day one.

The creative approach centred on the concept of the “hidden layer”, a reference both to neural networks and to the deeper, harder-to-reach talent pool the business specialises in. Visually, this was expressed through layered structures and networked nodes.

The identity was intentionally clean and restrained, balancing technical sophistication with warmth and approachability. Rather than over-engineering the system, the focus was on clarity, flexibility, and usability, allowing the brand to evolve as the business grows.

The project delivered a clear and confident visual identity that gave Hidden Layer a professional presence aligned with its specialist positioning. The new logo and supporting system provided consistency across digital and sales channels, helping the business present itself credibly to both clients and candidates.

With a defined brand foundation in place, Hidden Layer now has a flexible identity that supports early-stage growth while remaining scalable for future expansion.

The interim logo provided a quick, functional starting point for the business, using familiar AI visual cues to establish credibility at launch. The updated logo introduces clearer icon with stronger messaging, creating a visual system that more accurately represents the idea of uncovering hidden talent and building intelligent, long-term connections within the AI ecosystem.