TestGorilla - Brand refresh

THE CHALLENGE

TestGorilla's original brand guide had been created at the beginning of its journey, when the product was focused exclusively on skills assessments. Three years later, the business had evolved. With Gorilla Assessments, Gorilla Sourcing and a growing role for AI on the horizon, the brand needed to do considerably more. The challenge was to evolve the existing identity into a more flexible, expressive and cohesive system that could connect marketing with the product, speak to both customers and candidates, and support everything the brand was becoming.

The thinking & execution

I led the evolution of the brand system, reviewing the existing guidelines and securing stakeholder buy-in for a broader creative direction. I expanded the visual language to reflect the new product landscape, introducing a distinct visual treatment for AI, new iconography and a more considered secondary colour palette. I developed Cal, TestGorilla's new mascot, giving him a visual identity and a more human, approachable role in the candidate experience. I also refreshed the product UI guidelines to bring the marketing and in-product experiences closer together, expanded the image library and introduced greater freedom for more intentional, expressive typography. All of this came together in a completely updated brand guide, supported by a new Figma asset library, shared creative resources and training to help the wider team and designers apply the system consistently. I also developed brand guidance for Claude, extending the system into AI-assisted creative workflows.