Passivae
Overview
Passivae’s branding creates an inviting, tech-forward identity for a modern career network. The visuals emphasize positivity and energy through bold gradients and community-centric approach that appeals to digital natives and emerging professionals. The goal was to create a deviation from the bland and corporate feeling of the traditional recruitment industry.
Design Process
The idea was to integrate bold minimalism which involves high-impact, contrasting, and clean elements. Despite the negative space, there is still a confident approach for the modern and intention visuals.
Colors — Built around the idea of analogous color harmony, which means it combines three colors sitting side-by-side on the color wheel. This results in a very smooth, pleasing blend that feels natural and harmonious. So the colors are cohesive that’s easy on the eyes and makes every element feel like it belongs.
Fonts — San serif fonts seem to be more appropriate as a way to escape the traditional lens of the recruitment industry, so fonts like Epilogue (for header) and Open Sauce Sans (for body) seemed like a better fit.
Layout — Passivae embraces minimalism, but not in that cold, stiff corporate way that can sometimes feel intimidating or uninviting. Instead, keeping things clean and simple enough so everything is easy to navigate, while still looking polished and thoughtfully designed.
Iconography – Visual assets use custom icons, minimal illustrations, and colorful overlays rather than photography. Circular and pill-shaped iconography foster brand recall, while all images reinforce the platform’s values of support, learning, and collective opportunity.
Different collaterals include group chat display pictures, platform UI, social media posts, pitchdecks (with accompanied letterhead documents), merchandize, and email newsletters.
Software
Affinity Designer
Figma
Note: I did not design Passivae originally, but launched the new brand during mid-2025.
