Lever Direct

Applying a challenger brand mindset to the world’s most loved homecare brands to eliminate single use plastic in homecare

A variety of Persil and Cif eco-friendly cleaning products, including refill pouches and bottles, are displayed in front of a cardboard box with an outdoor scene—showcasing creative that converts everyday routines into sustainable choices.

Lever Direct represents a transformative approach to recruiting and talent acquisition—a tech-forward platform that connects organisations directly with qualified candidates through data-driven matching and streamlined processes. Our team was engaged to develop a comprehensive brand identity that would position Lever Direct as an innovative force in the HR technology sector.

A black laptop and a smartphone with a minimalist mountain landscape wallpaper rest on a textured, light-coloured concrete surface in natural sunlight—an inspiring setup for scalable growth strategies for start‑ups.
A cardboard box with clear spray bottles, three Cif eco refill bottles, and one Persil eco refill pouch displayed in front—showcasing sustainable style by Growth by Design—set against a blue background with mountains and trees.

The recruitment technology market is crowded with established players and new entrants, making differentiation crucial. Lever Direct needed a brand identity that would communicate its technological sophistication while remaining approachable and human-centered. The brand had to appeal to both corporate HR departments and job seekers, two audiences with different priorities and perspectives. Additionally, the visual system needed to function effectively across complex digital interfaces without compromising clarity or usability.

Diagram showcasing Cif and Persil cleaning products—a testament to Growth by Design. Features include Cif anti-bac wipes, ecorefill bottles, Ecobottles, and Persil Ecobottle with dosing ball. Ecorefill packs for both brands are displayed below.

We developed a brand strategy centered around the concept of “human-powered precision”—the idea that Lever Direct combines data-driven matching with genuine understanding of human potential. This positioning informed every aspect of the visual and verbal identity. The logo features a distinctive symbol that abstractly represents connection and movement, with lines coming together to form pathways—echoing how the platform brings together organisations and talent. The wordmark utilises a clean, contemporary sans-serif with subtle customisation of select letters to enhance recognition and uniqueness. The colour palette is anchored by a confident blue that signals trustworthiness and professionalism, complemented by a vibrant orange that adds energy and optimism. This combination helps differentiate Lever Direct from competitors that often rely on more conservative corporate blues or tech-centric grayscale approaches. Typography balances professionalism with approachability through a system that pairs a geometric sans-serif for headlines with a highly readable humanist sans for body text. This combination supports both marketing materials and complex interface design. We created a comprehensive system of icons and data visualisation elements that maintain consistency across the platform while simplifying complex information. These were designed on a consistent grid system to ensure harmony throughout the user experience. For photography and illustration, we developed guidelines that focus on diverse representations of workplace scenarios, emphasising collaboration and individual achievement. The visual style avoids clichéd business imagery in favour of authentic, relatable moments.

Since launch, Lever Direct has established itself as a recognised innovator in the recruitment technology sector. The brand has successfully attracted both enterprise clients and individual users, with platform adoption exceeding initial projections by 25%. User testing reveals that the brand is perceived as both technologically advanced and trustworthy—a crucial combination for a platform handling sensitive career information. The visual system has proven highly scalable across the platform’s expanding feature set, maintaining consistency while accommodating growth. The distinctive approach to recruitment has garnered attention from HR and technology publications, with the brand identity frequently cited as a factor in the platform’s success at communicating its unique value proposition. Most importantly, the clear brand positioning has helped Lever Direct establish partnerships with major corporations seeking to modernise their talent acquisition processes. The platform now processes over 100,000 job applications monthly, with consistently high satisfaction ratings from both employers and candidates—demonstrating that the brand has effectively delivered on its promise of combining technological efficiency with human understanding.