CLIENT
Fusion5
MY ROLE
Creative Direction
Art Direction
Design
AGENCY
McCorkell
Overview
Jemini is a modern, cloud-based Human Resources (HR) and Payroll platform for organisations across Australia and New Zealand. Built around people rather than processes, it delivers an intuitive experience across the entire employee lifecycle. Despite its innovative capabilities, the existing brand failed to reflect its people-first philosophy. Fusion5, Jemini’s parent company, engaged us to create a distinctive brand identity that would strengthen brand recognition, communicate Jemini’s unique positioning, and help it stand out in the highly competitive HR software market.
Solution
Discovery workshops and stakeholder interviews revealed a defining insight: Jemini was designed around the way people actually work, rather than forcing users to adapt to rigid systems. This insight became the foundation of the new brand. The new logo centres on a distinctive ‘J’ monogram, where two circular forms transform the letter into two people interacting – representing both the human connections at the heart of the platform and the integration of HR and Payroll. A suite of hand-drawn illustrations was also developed, introducing warmth, personality and playfulness across the brand. An evolved colour palette of vibrant purples and yellows further expresses optimism, innovation and humanity. Together, these elements create a cohesive, scalable brand system that reflects technology designed around people.
Result
The refreshed identity was embraced by Fusion5’s marketing team and senior stakeholders, repositioning Jemini as a modern, people-first HR platform with a stronger market presence and clearer value proposition. The strengthened brand ultimately contributed to Jemini’s commercial success, culminating in Fusion5 selling the business for a significant profit.
Credits
Creative Director: Costa Popolizio
Art Director: Costa Popolizio
Designer: Costa Popolizio