Job Buddies is a Canadian job coaching service founded in 2019 to help professionals land ideal roles. To support its expansion toward students nationwide, the organization required a rebrand to replace an inconsistent visual identity with a flexible, high-impact foundation for all communication platforms.

The strategy focused on redefining Job Buddies as a supportive companion for young job seekers: approachable, motivating, and trustworthy. The new identity introduces a complete visual system reflects encouragement and optimism.

The process began by auditing the brand’s inconsistencies and researching the career services market. I developed a flexible visual system, including new typography and color palettes, then established comprehensive brand guidelines. Finally, I applied this cohesive identity across social media and promotional assets.

The new branding effectively tells the Job Buddies story, leading to a 40% increase in social media engagement and a 60% rise in sales calls. Over the last year, this growth has significantly boosted revenue. The new brand guidelines also provided the necessary foundation for Job Buddies to successfully expand into the Australian market and launch new community activities.