April 22
The old identity: launched 2017
"Forgettable"
— Enterprise prospect, March 2024
"Looks like every other HRIS"
— Customer interview, January 2024
"We had to explain what the name meant"
— Sales team feedback session
Two companies. One platform. One new story to tell.
Kestrel acquired Lumino Analytics in January. The combined entity needed an identity that could hold both.
Warm, not corporate. We see the whole person, not just the employee record.
Analytics at the core. Data-driven insights that see patterns before they become problems.
Built for enterprise, not scared of it. Confident in complex environments.
One product, one voice. Seamless across all touchpoints.
A kestrel is a raptor that hovers—seeing everything before it moves.
Precision
Agility
Long Vision
Calm in Turbulence
Old Palette
#3A7BD5
Kestrel Blue
#6B7280
Corporate Grey
#5FA3A3
Faded Teal
New Palette
#0D0F1A
Midnight — Confidence
#2952FF
Electric Cobalt — Intelligence
#D4E84A
Citron — Energy
#F7F5F0
Warm White — Clarity
Display
Clash Display
Headlines, All-caps
THE FUTURE OF WORK
Body
Neue Haas Grotesk
Copy, UI Labels
Clear, confident communication at every touchpoint.
Mono
Roboto Mono
Data, Product UI
420 employees • 90-day retention: 94.2%
Typeface Choice
Inter replaces the old system font for better readability at small sizes in dense data tables.
Color Role
Electric cobalt signals primary actions; citron highlights critical insights and alerts.
Icon Style
Geometric, 2px stroke, 16px grid. Precision without decoration.
420
Active Employees
94.2%
90-Day Retention
12
Critical Alerts
People Analytics
Talent Acquisition
Performance Reviews
"Work that sees
the whole person."
Campaign tagline for talent acquisition
Careers Site
Week 1-2
Internal communications and Slack kit
Week 3-4
Website and LinkedIn
Week 5-6
Product UI update
Week 7-8
Sales materials and customer comms
Week 9 • April 22
Press release and launch event
Sales team using old decks
12-person team, distributed globally
Integration partner co-branding lag
18 technology partners, 6-month cycles
Legacy product URLs
420+ external links in documentation
Brand portal live day 1
Templates, assets, and guidelines ready before announcement
Partner kit shipped week 2
Co-branded templates with fill-in-the-blank simplicity
URL redirects automated
Engineering has mapped all legacy links; zero-touch migration
Champion
Dana Osei
Chief People Officer
Go-Live
April 22, 2024
Company founding anniversary
Budget
$380,000
Brand implementation