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LDN | NYC | ATL | LA
Klaar. Perform Wonders.
Performance Management. Reimagined.
Klaar solves performance management from the inside out. Delivering real-time insights. Intelligently predicting outcomes. Doing all the tough work no one wants to do, from analyzing data to writing reviews
The Brief
Client: Klaar (Klaarhq.com)
Product: Performance Management, AI-powered, conversational Platform.
Objective:
Design and Define the Klaar Brand
Make the Klaar brand distinctive and captivating
Support the scaling and growth of the Klaar business
Launch / GTM to the US market (primary) and global market (secondary).
Key Deliverables:
Brand - positioning, personality, promise (manifesto), visual identity + tone-of-voice
Brand Strapline (elevating the brand promise / brand value proposition)
Brand Hero Film
Brand Guide and Toolkit
Website Design (Klaarhq.com) - UX and UI
Product/Platform UI
HR Tech Booth/Stand
GTM Assets
The Opportunity
Klaar is changing the Performance Management industry. Klaar’s purpose-built platform, designed by HR for HR, is the perfect solution for modern, agile teams. It drives alignment for HR, managers and the business. It drives organizational success for employees, HR, leaders and the business. The only thing it was missing was a brand that reflected everything it had to offer.
We partnered with Klaar and committed to making their brand the ‘go-to’ brand for Performance Management. A brand that was completely distinctive across their competitive landscape, would captivate their ICP, and would deliver a consistent brand experience at every, single, touchpoint. From the very first interaction to customer experience, and everything in between. A brand that would be the foundation to Klaar’s hypergrowth.
Brand Strategy, Visual Identity
and Tone of Voice
The space to own
• Competitor Audit - SWOT of 6 key competitors
• Competitor audit across branding, positioning, promises,
visual identity, color palette, typography, imagery, tone-of-voice
• Findings / Insights report
• Product Value Proposition - discovery + defining
Brand Promise
• Brand promise as a Strapline: “Perform Wonders”
• Inspirational, true to product value and aligned to ICP drivers
• Distinctive, memorable, true
Visual Identity & Tone of Voice
• Tone: Clear, Bitesize, Honest, Cheeky
• Visual Style: Confident, Progressive,
• Mood: Playful, Clear, Sturdy
Brand book
B2B Website: Performance Management. Unbiased. Predictive. Transformative.
A custom, mobile-first responsive website was designed (UI and UX) to captivate Klaar’s primary ICP audience. Enabling potential customers to explore everything the Klaar platform offers, every solution it delivers, and more than anything, to request a demo. Featuring:
• Intuitive navigation and UX
• Modular storytelling layout
• Fully immersive and engaging UI
• Scalable UI system for future growth
• Atomic design system, AA compliant
Visit the site www.klaarhq.com
Hero Film: Perform Wonders with Klaar.
HR lovers Klaar - and why? Because Klaar has been built by HR leaders for HR Leaders - and they understand the challenges that come with Performance Management. The hero film focuses on all the issues that Klaar knows exist with alternative platforms and alternative methods - lack of performance indicators, endless spreadsheets, a view of high-performers & lower-performers, 1:1s and review writing - and introduces how Klaar fixes all of these. How AI-enables automation and ease. How real-time visibility gives proactive power. How Klaar drives Employee, Leader and Organizational success - and ultimately how Klaar is the trusted, leading solution for forward thinking, HR Leaders who don’t just recognize the difference needed but want to drive the difference. Make way for the HR Legend!
Key creative approach:
Energetic, animated style, with playful windows into the reality of performance management and what’s possible. Real human reactions and a strong VO elevating the accessible style - keeping the film human-first and product-light.
Emotional tone:
Playful, empowering, inspirational and authentic.
HR Tech: Exhibition Booth/Stand - The Perform Wonders experience
HR Tech in Vegas = 300+ vendors, 7,000+ visitors, One leading Performance Management platform in attendance. The Klaar exhibition stand was designed to captivate key decision-makers (ICPs) at the event - creating an experience where the audience was challenged to consider certain performance management realities, to then go and follow a journey where imaginary nirvana outcomes become reality with Klaar. The booth design and experience considered not only elevating all aspects of the Klaar product and brand, but also the event itself. From the specific location in the exhibition hall, orientation of the booth, footfall and wayfinding, to the positioning of chat points, merch handouts and a demo-zone itself - the ‘Perform Wonders’ zone.
Key creative approach:
Clean, Playful and Accessible - encouraging engagement and participation
Emotional tone:
Confident, Progressive, Playful, Inspirational
Social content: HR Leaders. Imagine…
Style:
Playful, accessible, real - visually led assets built for LinkedIn, YouTube, TikTok, Instagram.
Social Cutdowns
7 x short clips (15–30s) extracted from the hero film.
Booked-ended with ‘HR Leaders. Image..’ and ‘Now stop imagining. Perform Wonders with Klaar’
All with supporting post copy.
Each focusing on a performance management challenge and Klaar solution:
1 Ruling Performance Management
2 Real-time visibility
3 Destroying spreadsheets
4 Uncovering employees hidden strengths
5 Fixing reviews & 1:1s
6 Predicting the future
7 Being an HR Legend
GTM assets: HR Leaders. Imagine…
A suite of go-to-market assets were designed to ensure consistency of the Klaar brand experience across multiple touchpoints. Simple, clean and on-brand, easy to use and always ready to captivate Klaar’s primary ICP audience. Assets included:
1 LinkedIn Headers
2 LinkedIn Profile
3 Social Posts
4 Newsletter template
5 Zoom backgrounds
6 Pull-up exhibition stands
7 Customer swag/merch
Klaar SaaS Platform UI: Brand perfection across the entire customer journey
A beautifully consistent brand applied to the entire customer journey deep into the platform itself. The Klaar platform UI has been designed to ensure there is no break in the brand experience that customers have. Deep into the platform, across every page, every touchpoint, every dashboard, review panel and graph - everything is consistently on-brand and reflects what Klaar stands for:
• Fully immersive and future-facing UI
• Atomic design system, AA compliant
• Scalable UI system for future growth
Toolkit summary
Brand Guide
Strategic positioning
Brand personality & promise (manifesto)
Visual identity
Tone of voice
Brand Hero Film
Website Design (Klaarhq.com) – UX & UI
Product/Platform UI
HR Tech Booth/Stand
Social Content (x7)
LinkedIn Profile
Zoom Backgrounds (4x)
Newsletter Template
Social Media Template
Pull-up Stands (2x)
Swag/Merch Ideas (4x)
DRUUL TEAM INVOLVED
Client Lead & Strategy, Creative Team, Film & Animation Producer
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