Along with the message, Spitball created a brand icon that represented a core audience pain point. This bird, which they lovingly called Ike, took off and started to take all forms of the iCIMS product.
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iCIMS Branding
When it comes to HR and talent software, all you see is happy smiling faces. Companies easily get lost in the sea of sameness. ICIMS was anything but ordinary, and the young company (at the time) wanted to stand out but also empathize with users on the challenges of recruiting. To communicate the complexities of HR but reinforce the aspirations of hiring the right people, Spitball developed an overarching brand promise and tagline of…
As a young company, this dynamic bird represented their personality and energy not seen in other software marketing. It was so gravitating that it took over all aspects of their brand – from office decor to recruitment marketing to industry events. It was the iCIMS brand for years and it still has its place today after 14 years of its hatching.