Tideshift Brand Identity

Solo Brand Designer, 2024

A diverse group of young professionals collaborating around a table with laptops and notebooks, with the word 'Tideshift' and the tagline 'Where talent meets opportunity' overlayed.
A tablet displaying a website on a gray fabric surface with a stylus placed beside it. The website has the title 'Tideshift' and features an 'About Us' section with a photo of a diverse group working together, and a prominent logo at the bottom.

Overview

I was hired by Tideshift’s team to design the Brand Identity of a new dutch agency, that is bridging the connection between Dutch companies and startups, with top emerging talent in Portugal’s software development sector.

Tideshift addresses a key challenge faced by developers in Portugal: finding reliable, reputable companies to work for in a competitive market, where fair compensation and good work conditions can be hard to find.

A collage of five images: a modern colorful apartment building, a woman with short hair and glasses talking on the phone, a cityscape at sunset, a man working on a laptop, and two people celebrating a high five in an office.

Target Audience

  • Typically, the decision-makers in these companies are between 30 to 55 years old. This includes business owners, CTOs, and project managers.

    These companies are primarily based in urban areas of the Netherlands, such as Amsterdam, Rotterdam, Utrecht, and The Hague. Many are located in tech hubs or innovation districts, where collaboration and networking are common.

    These companies generally value work-life balance and offer flexible work environments, though some can be more traditional.

    They face challenges in quickly finding qualified developers, managing tech debt, and keeping pace with rapid technological change.

  • Aged 22-35, based in Lisbon or nearby, with backgrounds in computer science, software engineering, or self-taught coding experience. They’re motivated to expand their skills, tackle challenging projects, and prefer companies that foster innovation, continuous learning, and flexibility in work hours and location.

    They value diversity, social impact, and a collaborative work culture.

My process

A collage of various colorful digital and graphic designs, including text-based images, a beach scene, a photo of two women reviewing documents, and icons representing apps, websites, and communication.

The starting process of creating a brand identity is highly collaborative.

It began with sessions of workshops and quizzes designed to uncover the business goals, brand vision, and core values of the company. In this process, we define the tone of voice of the brand, and conducted thorough research on their target audience and competitors.

Visual Direction

While maintaining a clean and simple aesthetic, this direction embraces a bold, energetic vibe that confidently showcases a bright personality of Tideshift. The brand is approchable, energetic, and trustworthy.

  • The logo utilises a sans serif, simple typeform that integrates an icon inspired in the movement and changing of tides.

    Small graphic accents, smooth website animations, dynamic color transitions, and engaging yet simple buttons elevate the brand experience. This direction draws on color blocks and a tech-inspired style, reflecting the innovative startup culture of the Netherlands and Lisbon.

    The color palette incorporates blue to symbolize trust and peace, with lilac color that blends energy and calm (blue + red). The yellow and pink capture the vibrant essence of Lisbon.

A presentation slide with the title 'Tideshift' in large dark blue text on a lavender background on the right side. The left side contains two sections, the first labeled 'Primary Logo' with a description about its use on channels of the brand, and the second labeled 'Icon Version' explaining its use for recognizability and visual appeal.
Lettering and typography styles used in a font showcase, including phrases like 'Tideshift,' 'HELLO!,' and 'I'M A SUBTITLE,' with sample text and font descriptions on a white background.
Color scheme chart with various color combinations including shades of blue, red, gray, black, and beige, labeled with 'Aa' in contrasting text colors.
Colorful doodles on a dark blue background, including a raised hand, rocket, downward arrow, curly brackets, thumbs-up, smiley face, diamond, and computer monitor.
Blue billboard with white text that says, "WHERE TALENT MEETS OPPORTUNITY" with icons of a smiley face, a thumbs up, and a downward arrow. A photo of diverse young people in a classroom is on the right side. The word "Tideshift" appears at the bottom in pink and white text. There are trees and a building in the background.
Three outdoor advertising banners on a fence with green trees in the background. The first banner promotes showing potential to companies and features two women talking, one with glasses and a knitted sweater, the other with braided hair. The second banner is orange with white text describing a service for making it easy for companies to hire quality talent, with a hand icon. The third banner features a group of diverse young professionals working together at a table, with the word "Tideshift" at the bottom.
Multiple business cards with blue and purple backgrounds, displaying the word 'Tideshift' in large text and contact information for Annet Van Osch.
Two women having a conversation in a brightly colored yellow room with a plant on a shelf in the background.
A group of diverse young professionals working together at a meeting, with laptops, notebooks, and coffee cups on the table. Overlaid text reads 'Tideshift' and 'Where talent meets opportunity.'
A tablet displaying a webpage titled 'Tideshift' with text about partnering with trusted companies on technology and sustainability, and an image of diverse people working together. The tablet is placed on a gray fabric surface with a gray stylus nearby.
A person holding a blue tote bag with orange handles that displays the words "Tideshift" and icons of a diamond, finger snapping, and a smiley face.

Let’s collaborate!

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A woman with short, blonde hair leaning over a man with short, dark hair, both looking at a laptop on a table in a modern office or meeting space.
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