HR branding for Lineate, IT company

Client and task


Lineate is an outsource IT company headquartered in New York. Lineate's request was to create HR branding for one of its divisions: a slogan and key visuals based on an existing EVP and a set of values. It is a fairly common scenario when a lot of analytical work has already been done by the company itself, and our task is to refine the positioning and represent the HR brand visually.



When our clients contact us with the task to create an HR brand based on their own EVP and research, we always start with an audit of these materials. The Lineate marketing team has already described all the necessary aspects to proceed to design: EVP, company advantages and values, the audience description.

Dealing with a task like this, our analyst has to filter out information relevant for the company's HR processes, and sum up the task in such a way, that will allow designers and creators to plunge into the work without wasting hours reading multipage documents.

Completing the audit, we specified the task: to create a visual identity for the employer that would be attractive to dynamic, sociable and mature specialists striving for development.



Together with the client’s team, including representatives of the company’s head office, we settled on the slogan – Freedom to develop.

The slogan is a wordplay: to develop means both to evolve and to program, both its meanings are embodied in the slogan. One of the values Lineate incorporates is the freedom to experiment in work. This idea is embodied in the words Freedom to develop: employees have the opportunity to be creative, suggest and use unconventional approaches.

The concept of Wellbeing determines the company's HR efforts. Lineate offers support and helps to thrive in all spheres of their employees’ lives: physical health professional growth and social life. This idea is also incorporated in the slogan: Freedom to develop means freedom to improve your life.

Graphic Idea


Lineate is an open, true to life and distinct as a straight line company. One of our tasks was to preserve the connection between the HR brand and the brand of the whole company and to incorporate the company's key principles into its HR brand. The design of the main Lineate website is rather contrast and strict, because it is a product site aimed at B2B customers. Our task was to make this image more casual and alive for the HR brand goals.

The basic element of the visual identity system is the line that builds up the company logo. Our designers based the graphic concept on the metaphor of experiment and a new perspective for the simple geometry element, the line. Thus a lot of linear images can be created which makes the whole identity system flexible and functional.

It's easy to customize pictures for the company's goals. It is important for HR communications to have such variable and easy to use design elements at hand for it allows to create visual messages even when there is no designer or when time is short.

The line can be scaled and used in various ways. It is the main modular element for corporate linear graphics. It also can be extended to the form of a rectangle and contain any content (photo or text) or tile the background as brand graphics.

The Guide Book


We assembled a manual that describes the technical rules for using and further development of the corporate visual identity. We also drew up a technical task for photographers to shoot the team.

HR Website


We developed an HR-site on Tilda platform, to provide the information for the potential employees on the company and job offers. The website design further exploits the visual identity concept created for the HR brand.



As the result of this project, we produced and handed over the design layouts for different media and a guide book for further work.

Moreover, a new site for the Lineate HR team was developed and launched. It supports the newly created visual identity of the HR brand and is mainly oriented towards potential employees.

Project Team

Account manager
Alla Lifanovskaya
Olga Yakushenko
Artem Nikitin
Anastasia Bazylnikova
Art Director
Pavel Konyukov
Yulia Kulikova
Art Director, web
Asha Sahakyan
Web designer
Polina Shershneva
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