OnApply

Rebranding & Repositioning

 

Rebranding OnApply –
a more personal face to recruiting.

OnApply’s rebranding was driven by a clear strategic vision: to bring more clarity, personality, and warmth to the recruiting software space. Starting from foundational brand positioning, we developed a new identity—from logotype and color palette to a human-centered visual system—that reflects the company's mission. The result is a consistent and approachable presence across all digital and offline touchpoints.

Our scope of works included:

  • Brand Strategy & Positioning

  • Visual Identity & Logotype

  • Colour System & Typography

  • Illustration & Icon Design

  • Website Design & UX Guidance

  • Marketing & Sales Material

  • Google Suite Templates

  • Newsletter Design

  • Creative Direction & Brand Implementation

Human at the Core.
Clear in the Message.

Inspired by OnApply’s ambition to humanize and simplify the recruiting experience, norden.studio led a holistic rebranding project aimed at creating a distinctive and emotionally resonant brand presence in a highly uniform B2B SaaS landscape.

Our work began with an in-depth strategic analysis—of OnApply’s target audience, product offerings, and competitors. From this, we shaped the brand’s core values and positioning, establishing a foundation that set the tone for all visual and verbal expressions moving forward.

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The result is a brand that feels personal, honest, and professional.

We translated this strategy into a warm, authentic identity. The new brand world features a clean and confident logotype, a warm-toned color palette inspired by the comfort of a coffee house, and a structured yet accessible font system. Custom hand-drawn illustrations and iconography add a human and personal touch, subtly distinguishing OnApply in the recruiting tech space.

The icon serves as a secondary brand element, designed for use in contexts where the full logotype doesn’t fit.

A warm new colour palette, inspired by the atmosphere of a coffeehouse.

The hand illustrations symbolize a human touch and serve as visual connectors between spaces.

OnApply Rebranding

Company: OnApply GmbH
Industry: Software (Saas)
Company size: Small, <30 employees

Rebranding Concept and Brand Repositiong: Tobias Gaertner
Graphic Design: Tekle Seckute

Website Developer: Samuel Uebersax

Imagery: Franz Grünewald
Rebranding Video (see above): Igor Krasik
Videography (client assets): Steven Lüdtke
Production & Art Direction: Tobias Gaertner

Explore the recruiting world of OnApply

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