FETCHER / AI Recruiting Platform

At Fetcher, I led the strategic and creative direction for the company’s rebranding, helping reposition the brand around a clearer, more differentiated story in the recruiting automation space.

Fetcher is an AI recruiting platform focused on automating candidate sourcing and outreach, helping talent teams reduce time spent searching through databases, job boards, and resumes while giving recruiters more space to focus on strategy, candidate relationships, and hiring decisions.

My work focused on translating that product value into a stronger brand narrative, clearer positioning, and a more focused website experience. I directed the rebranding process, facilitated a brand sprint, and led a brand story workshop to align the team around the company’s core message, audience, differentiation, and emotional tone.

A major part of the work was helping Fetcher move beyond describing itself only as a recruiting automation tool and toward a sharper story about giving recruiting teams more leverage: sourcing better candidates faster, automating repetitive work, and allowing humans to focus on the relationship-driven side of hiring.

I also worked on the website strategy, helping define how the brand should be expressed through the site structure, messaging hierarchy, page narratives, and conversion flow. After the strategic phase, I collaborated on the execution of the website and brand experience, ensuring the final output stayed connected to the positioning work and communicated Fetcher’s value clearly.