B2B SaaS platform “Candylize”
- My role: Brand / UX/UI Designer
- Scope: logo and identity, 3D concept visuals, UX/UI of the landing page and its mobile version, mobile app design, analytical reports, social media design and a detailed brand book.
Package an innovative AI recruiting startup as a convincing B2B brand. Candylize is an AI assistant that automates hiring — from uploading CVs to delivering ready-made analytics reports. I needed to create a visual language that earns the trust of HR directors (with a focus on the MENA and Central Asian markets), shows the power of neural networks and still feels premium and human.
Concept: an AI radar and the perfect “match”.
The concept visualizes how artificial intelligence sends out “search waves”, scanning the market for the right candidates. I developed 3D imagery that metaphorically shows the difference between “matching” talent and candidates who don’t meet the requirements. To stand apart from competitors’ dull blue-and-grey corporate systems, I used deep purple tones and voluminous, tactile shapes.
The identity is designed for a complex digital product:
- Interface typography: I paired TT Commons (for accent headings) with Helvetica Neue (for body text). This keeps dashboards and analytics perfectly readable on any screen.
- Adaptive logo: the mark stands for focus and algorithms. It comes with strict construction rules, clear space and adaptations for complex backgrounds, so the brand never “falls apart” in digital environments.
- Data design: I designed the structure and template of the Candidate analysis report, where a complex assessment of hard/soft skills and hiring risks is presented in clear blocks and charts.
- Designed the logo, its construction grid and a scalable brand pattern.
- Defined the color palette and the interface typography.
- Designed the UX/UI of the landing page and its mobile version: the file upload flow and animated blocks for advantages and roles.
- Designed the mobile app for recruiters: home screen, AI assistant, candidate report and finalist comparison — screens switch with a “magic wand” in a radial menu.
- Created templates for analytical A4 candidate reports.
- Designed covers and posts for social media (LinkedIn, YouTube, Facebook, Instagram).
- Compiled all the rules into a detailed brand book.
- Enterprise trust: a precise, tech-forward design helps the SaaS platform sell subscriptions to mid-size and large companies more easily. The brand communicates reliability and innovation.
- Lower cognitive load: well-designed data visualization in the reports helps HR specialists make decisions faster. The easier the AI analytics are to read, the more valuable the product is for B2B clients.
- Team autonomy: the startup received ready-to-use design systems and templates in Figma. Now the founders and marketers can scale content, launch ads and build new presentations themselves, without ongoing design support costs.
Pricing
Brand book
Hourly rate: $25/hour.
A full brand book typically takes up to 80 hours, including the logo, adaptations, and animation.
What’s included
- Everything from the “Visual Identity” package (full scope).
- Market scan + brand metaphor — competitor review, brand philosophy, goals and mission, and how the brand “speaks” to its audience (tone and messaging logic).
- Identity assets + mockups — the final set is confirmed after you send the brief. Base scope (can be adjusted after the brief):
- Business stationery (up to 5 items): business card, letterhead, envelope, folder, etc.
- Promo merch (up to 5): pen, bag, notebook, mug, etc.
- Outdoor sign (up to 2 examples).
- Social profiles (up to 2 platforms): Instagram / YouTube / VK, etc.
- Packaging (up to 2 layouts).
- Company deck / proposal / catalog (up to 10 slides).
- Apparel merch (up to 3 visualizations): T-shirt, cap, jacket, apron, etc.
- Brand book PDF — a fully built visual concept with logo, brand elements, and identity layouts (assets + mockups).
App design
Hourly rate: $25/hour.
A mobile app design typically takes up to 120 hours, including the prototype, all screens and a design system.
What’s included
- Research + user flows — competitor and audience review, user flows and screen architecture.
- Interactive prototype — a clickable prototype of the key flows to test the logic before visual design.
- UX/UI design + mockups — the final number of screens is confirmed after you send the brief. Base scope (can be adjusted after the brief):
- Onboarding, sign-up and log-in (up to 5 screens).
- Core screens (up to 20): home, catalog or content, profile, settings, etc.
- States: empty screens, errors, loading, push notifications.
- App icon and store screenshots (up to 5) for the App Store / Google Play.
- Micro-animations and screen transitions (notes for the developer).
- Design system + developer handoff — Figma files with a design system (colors, typography, components) and specs for iOS and Android developers.