Visual Brand and Pattern Library for

Assignment: The client commissioned IdeaTwentyOne to create a unique and meaningful brand identity, and focus the core values of the brand as embodied by the product, service offering, and market through visual expression of key API modules. Early iterations focused the core of the brand and product as deploying "the science of skills." SkillsEngine offers a revolutionary means of aligning curriculum and skill statements with job descriptions and accompanying experience parameters via a proprietary software engine that reveals deeper sets of skills in applicant pools and significantly outperforms keyword filters currently in broad use for finding qualified job applicants.

The product has broad applications in B2B HR functions, government employment programs, universities, community colleges, and technical schools. Improved, systematic approaches to identifying core skills of job applicant have the potential to significantly expand the talent pipeline and alleviate shortages of qualified applicants in a broad range of economic sectors.

WIth an urgent need to launch the brand ahead of the annual SXSW Interactive Conference, IdeaTwentyOne advanced the brand and associated assets from initial client meeting to launch in the space of just a few weeks.


Project Roles

Brand Strategy

Brand Identity

Visual Icon System

Pattern Library



Brand Identity Development

Three of the final brand identity presentation set.

SkillsEngin_ID3 copy.jpg

Final Brand Identity

The final signature symbol and name treatment. A lattice pattern extended the visual system.


API Contextual Icons 

The visual system expanded to illustrate the Science of Skills. Individual icons for the SkillsEngine APIs became building blocks for larger images.


Website Header Graphics