Context
Fetcher is an AI recruiting platform that automates candidate sourcing and outreach. It reduces the time talent teams spend searching databases, job boards and resumes, so recruiters can focus on strategy, candidate relationships and hiring decisions.
The problem
Fetcher described itself mainly as a recruiting automation tool. The company needed a sharper brand narrative that conveyed the value of its product to recruiting teams and gave them more leverage in their work.
Process
- Directed the rebranding process and set its strategic and creative direction.
- Facilitated a brand sprint to align the team on positioning, audience, values and differentiation.
- Led a brand story workshop to define the core narrative and messaging direction.
- Developed the website strategy: site structure, messaging hierarchy, page narratives and conversion flow.
- Collaborated on executing the new brand and website, keeping the output tied to the positioning work.
Key decisions
From a tool to leverage.
The story moved from describing a tool to giving recruiting teams more leverage: sourcing better candidates faster, automating repetitive work and freeing people for relationship-driven hiring.
A complex product, told humanly.
I translated a complex technology product into a clearer, more human-centered brand story, linking product value to what recruiters feel: speed, focus, efficiency and more time for human interaction.
Deliverables
- Rebranding strategy and creative direction.
- Brand sprint and brand story workshop outputs.
- Website structure, messaging hierarchy and conversion flow.
- New brand and website experience.