Skill is a next-generation recruiting company powered by proprietary, patented AI technology and founded by Aquent CEO John Chuang. Drawing on 40 years of global staffing expertise, Skill was created to disrupt and redefine recruiting. My role was to capture this vision and develop a dynamic, high-performance brand that differentiates Skill from traditional staffing models. To establish the brand identity, I led a strategic collaboration with Pentagram NYC to define the guiding principle: the edge. This concept emphasizes Skill’s AI machine-matching engine, which advances the industry through technology-driven intelligence, precision, and speed.

We distilled this strategy into the brand line, Unlimit the Search, which challenges the limitations of manual recruiting. The edge concept was visualized through a multifaceted gem-shaped system that symbolizes the technology's speed, clarity, and precision. In partnership with Pentagram, we created a distinctive visual language with custom typography and a high-contrast color palette, intentionally setting Skill apart from traditional B2B branding and positioning it as a category leader.

After establishing the foundational identity, I brought the brand in-house to oversee its evolution, build-out, and market launch. I led a cross-disciplinary team to transform these core elements into a scalable digital ecosystem across multiple channels. To ensure a consistent customer experience, I worked with the product team to integrate the brand identity throughout the user journey. At Skill.com, we delivered a compelling experience using custom motion assets and a premium editorial platform to showcase thought leadership. We also developed a comprehensive sales enablement system and immersive event experiences, ensuring the Unlimit the Search narrative was communicated with a unified, sophisticated voice at launch.