Loxo

INDUSTRY

B2B SaaS RECRUITING

AGENCY

AlvaLabs

ROLE

CREATIVE DIRECTOR
Visit the site at Loxo.co
10%

INCREASE IN ORGANIC BRANDED SEARCH

42%

IN WESITE BRAND GROWTH

Loxo invented the Talent Intelligence Platform because they saw that recruiters needed a better way to work—with less disparate tools and more efficiency. Loxo's TIP is a horizontally-integrated suite of data-driven and AI-powered products designed to bring every stage of your workflow under one easy-to-use roof: from sourcing talent and engaging candidates, to growing your business, and beyond. So you can spend less time clicking, and more time making things click. 
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The Ask:
Loxo was in need of a Brand Refresh to revitalize their visual identity and continue to position themselves as the category leader in recruiting software. Without a design system or brand guidelines, our goal was to not only breathe new life into the brand but create a system that allowed for consistent visual and verbal language.

The Solution:
To address this, we broke our solution into a 4 step process.


01. BRAND AUDIT
Before we could make any adjustments, we had to know what was already working and what wasn't. In order to do this we took a deep-dive into the current brand, it's core ICP and competitive landscape. By doing this we were able to pull out key learnings that would direct our strategy for our 3 main verticals—Visuals, Verbal and Online Presence.

02. MESSAGING & VISUAL LANGUAGE
To infuse a more personality into the brand we first focused on crafting a tone of voice that reflects playfulness, humor, and creativity—from there we then let our visual language support that story through a brighter, more saturated color palette, and an ownable approach to photography style and execution.

03. ONLINE PRESENCE
Since Loxo already had an online presence, it was now time to take more of a critical eye to the website. We first took a look at updating the overall narrative and messaging on the most trafficked pages, followed by visual updates.

04. INTEGRATED APPROACH
We then ensured consistency across all brand touchpoints, including the website, social media, and marketing collateral by implementing the refreshed messaging and visual elements cohesively—including a brand new product demo video that highlights the ease-of-use of the Loxo platform and it's workflow.
Loxo became the premier Talent Intelligence Platform, but the brand didn’t rise with it. The identity was fragmented, the story muted. A bold refresh was needed to sharpen our narrative, elevate our presence, and make our advantage unmistakable in the recruiting market.

Brand Strategy

Loxo isn’t just redefining recruiting technology—we’re rewriting how a brand in this space can look, sound, and feel. Our approach is bold by design: we push boundaries, break patterns, and build creative that stands out in a sea of sameness. The brand needed to entertain as much as it informed, to feel approachable and human while still carrying the weight of a category-defining product.
We leaned into personality—humor, wit, a bit of funk—to create a visual and verbal identity that’s fresh, relatable, and unmistakably Loxo. And at the core of that strategy was a simple truth: powerful technology only matters if people feel connected to it. So we crafted a brand that speaks to recruiters on their level, makes them smile, pulls them in, and proves that talent intelligence can be both deeply sophisticated and genuinely fun.

Visual Identity

The new Loxo visual identity is designed to express the boldness, intelligence, and personality of the platform—without relying on the typical stock-photo, people-centric aesthetic that dominates the recruiting space. Instead of mirroring the category, we built a look that feels unmistakably Loxo: energetic, confident, and full of character.

Our imagery celebrates the product itself—its clarity, its speed, its precision—and the brand characters that bring its personality to life. These visual elements give Loxo a distinct voice that feels playful yet sophisticated, tech-forward yet approachable. We reserve real human photography for the places it matters most: inside the product experience, where professional, diverse candidate headshots support credibility and user context.

Color is one of our strongest differentiators. In a category crowded with muted blues and corporate neutrals, Loxo embraces a vibrant, high-impact palette that signals momentum and innovation. These saturated tones set the brand apart instantly and reflect the energy of a platform built to move hiring teams forward.
Typography reinforces that same spirit. While most recruiting platforms rely solely on conventional sans serifs, we paired a modern, functional sans with a more expressive secondary typeface that adds personality and motion. This combination gives our system a broader range and sharper recall—clean when it needs to be, bold when it matters.

Together, these elements create a visual identity that’s unmistakably Loxo: product-first, character-driven, and unapologetically fresh. It captures the intelligence of the platform, the energy of the brand, and the confidence of a company defining the future of Talent Intelligence.

Website

The Loxo website refresh is a complete transformation of our digital presence—built to match the power of our platform and the ambition of our vision. We redesigned the experience around key recruiting personas, sharpened our messaging to focus on real hiring outcomes, and applied our new visual identity to create a bold, cohesive, and modern interface. The result is a faster, smarter, more intuitive site that positions Loxo as the leader in Talent Intelligence and makes it easier for teams to move from curiosity to action.

Brand Support

Our role extended far beyond a traditional brand refresh—we became an embedded creative partner for the Loxo team. From major campaigns to day-to-day assets, we helped ensure every touchpoint reflected the new brand with clarity and confidence. By integrating closely with their workflow, we provided the ongoing creative support needed to keep momentum high and the brand experience unified across the entire organization.
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Client Testimonials

“Brandon's set a very high bar for those who engage with him on creative endeavors at Loxo, which is a trait that I truly appreciate as a leader. His impact can be seen + felt throughout the entire company as the work he's done with us has touched every major department, from marketing to sales to customer success to product design.”

Sam Kuehnle  |  VP, Marketing  |  Loxo
"Brandon is an amplifier in every sense.
Working with Brandon transforms the creative process from a series of tasks into a comprehensive movement. Our partnership is built on a complete and total trust; he creates an environment where content and design are perfectly integrated, proving that design isn’t just decoration, but the visual engine that powers and enhances our storytelling. Beyond his ability to execute stunning work, Brandon is a master of brand integrity and system thinking. He builds scalable visual architectures that protect the brand while also giving it space to evolve. He doesn’t just lead a creative team; he drives business impact by ensuring every last pixel serves the bottom line."

Lex Winship
Head of Brand & ContentLoxo
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