GotFriends is a leading tech recruitment company. The challenge was to move away from a generic, cloud-like, overly sanitized brand and create something more intentional, powerful, and memorable.

I began by researching the core identity of the company, its audience, and competitors. Interestingly, even the founders weren’t sure what “GotFriends” really meant — and that insight became the key.

By simplifying the name to “Got,” we shifted the narrative from vague friendship to clear value. “Want” became the question, “Got” became the answer — a brand built around fulfillment, not just connection.

I created a new visual identity, messaging framework, and brand language that connects high-tech talents with the goals they actually care about: meaning, salary, growth, and culture. The “G” was crafted as a symbol — rooted like a tree — a metaphor for stability and life, eventually becoming a recognizable icon across all brand touchpoints.