Objective
The primary objectives for Klaar (Klaarhq.com), an AI-powered, conversational Performance Management platform, were to design and define a distinctive brand position and identity, support the scaling and growth of the business, and execute a captivating Go-To-Market (GTM) launch, primarily targeting the US market with a secondary focus on the global market.
Key Deliverables:
- Brand - positioning, personality, promise, visual identity + tone-of-voice
- Brand Strapline (elevating the brand promise / brand value proposition)
- Brand Hero Film
- Brand Guide and Toolkit
- Website Design (Klaarhq.com) - UX and UI
- Platform - UX and UI
- HR Tech Booth/Stand
- GTM Assets
The Opportunity
Klaar is revolutionizing the Performance Management industry with its purpose-built platform, designed by HR for HR, to drive alignment and organizational success for all stakeholders—from employees to business leaders—but it lacked a brand that truly reflected its offerings. Partnering with Klaar, we committed to elevating their brand to become the distinctive 'go-to' in the competitive landscape, one that would captivate their Ideal Customer Profile (ICP) and deliver a consistent experience across every touchpoint, ultimately serving as the foundation for Klaar’s hypergrowth.
Brand Strategy, Visual Identity and Tone of Voice
The space to own
- Competitor Audit - SWOT of 6 key competitors
- Competitor audit across branding, positioning, promises, visual identity, color palette, typography, imagery, tone-of-voice
- Findings / Insights report
- Product Value Proposition - discovery + defining
Brand Promise
- Brand promise as a Strapline: “Perform Wonders”
- Inspirational, true to product value and aligned to ICP drivers.
- Distinctive, memorable, true.
Visual Identity & Tone of Voice
- Tone: Clear, Bitesize, Honest, Cheeky
- Visual Style: Confident, Progressive,
- Mood: Playful, Clear, Sturdy
.svg)
B2B Website
A custom, mobile-first responsive website was designed (UI and UX) to captivate Klaar’s primary ICP audience.
Featuring:
- Intuitive UX and navigation
- Modular storytelling layout
- Fully immersive and engaging UI
- Scalable UI system for future growth
- Atomic design system, AA compliant.
The Hero Film
Focusing on all the issues that Klaar knows exist with alternative platforms and alternative methods - lack of performance indicators, endless spreadsheets, a view of high-performers & lower-performers, 1:1s and review writing - and introduces how Klaar fixes all of these. How AI-enables automation and ease. How real-time visibility gives proactive power. How Klaar drives Employee, Leader and Organizational success - and ultimately how Klaar is the trusted, leading solution for forward thinking, HR Leaders who don’t just recognize the difference needed but want to drive the difference. Make way for the HR Legend!
HR Tech - Exhibition Booth/Stand
HR Tech in Vegas = 300+ vendors, 7,000+ visitors, One leading Performance Management platform in attendance. The Klaar exhibition stand was designed to captivate key decision-makers (ICPs) at the event - creating an experience where the audience was challenged to consider certain performance management realities, to then go and follow a journey where imaginary nirvana outcomes become reality with Klaar.
Social content
Built for LinkedIn, YouTube, TikTok, Instagram - 7 x short clips (15–30s) extracted from the hero film and booked-ended with ‘HR Leaders. Image..’ and ‘Now stop imagining. Perform Wonders with Klaar’. All with supporting post author copy.
GTM assets
A suite of go-to-market assets were designed to ensure consistency of the Klaar brand experience across every single touchpoint. Assets included:
- LinkedIn Headers
- LinkedIn Profile
- Social framing template
- Newsletter template
- Zoom backgrounds
- Pull-up exhibition stands
- Customer swag/merch
SaaS Platform / App UI
The Klaar platform UI has been designed to ensure there is no break in the brand experience that customers have. Deep into the platform, across every page, every touchpoint, every dashboard, review panel and graph - everything is consistently on-brand and reflects what Klaar stands for
Results & Impact
Brand & Awareness
- +749% website traffic (QoQ post-launch)
- +182% LinkedIn followers
- +256% LinkedIn impressions
Growth & Demand
- 40 in-ICP demos booked (first 2 months)
- 284 ICP-fit leads generated at HR Tech
- A brand built to scale — and already delivering.
.svg)
.webp)
.svg)