Overview

I was hired by Tideshift’s team to design the Brand Identity of a new dutch agency, that is bridging the connection between Dutch companies and startups, with top emerging talent in Portugal’s software development sector.

Tideshift addresses a key challenge faced by developers in Portugal: finding reliable, reputable companies to work for in a competitive market, where fair compensation and good work conditions can be hard to find.

Target Audience

Typically, the decision-makers in these companies are between 30 to 55 years old. This includes business owners, CTOs, and project managers.
These companies are primarily based in urban areas of the Netherlands, such as Amsterdam, Rotterdam, Utrecht, and The Hague. Many are located in tech hubs or innovation districts, where collaboration and networking are common.
These companies generally value work-life balance and offer flexible work environments, though some can be more traditional.
They face challenges in quickly finding qualified developers, managing tech debt, and keeping pace with rapid technological change.
Aged 22-35, based in Lisbon or nearby, with backgrounds in computer science, software engineering, or self-taught coding experience. They’re motivated to expand their skills, tackle challenging projects, and prefer companies that foster innovation, continuous learning, and flexibility in work hours and location.
They value diversity, social impact, and a collaborative work culture.

My process

The starting process of creating a brand identity is highly collaborative.

It began with sessions of workshops and quizzes designed to uncover the business goals, brand vision, and core values of the company. In this process, we define the tone of voice of the brand, and conducted thorough research on their target audience and competitors.

Visual Direction

While maintaining a clean and simple aesthetic, this direction embraces a bold, energetic vibe that confidently showcases a bright personality of Tideshift. The brand is approchable, energetic, and trustworthy.

The logo utilises a sans serif, simple typeform that integrates an icon inspired in the movement and changing of tides.
Small graphic accents, smooth website animations, dynamic color transitions, and engaging yet simple buttons elevate the brand experience. This direction draws on color blocks and a tech-inspired style, reflecting the innovative startup culture of the Netherlands and Lisbon.
The color palette incorporates blue to symbolize trust and peace, with lilac color that blends energy and calm (blue + red). The yellow and pink capture the vibrant essence of Lisbon.