Needle - ATS for AI-native companies
Hiring is hard. Founders waste time on process instead of building. Needle simplifies hiring with AI, turning a system of record into a system of action. Their product is strong. The brand didn’t communicate that clearly. They needed clarity, direction, and meaning. That’s where I came in.
Strategy
At the heart of the brand is one simple idea: the dot. The dot stands for focus and precision. Cutting through distractions to land exactly where it needs to. It moves lightly, never forced, reflecting the feeling of floating through work with control. It’s a symbol of how Needle works: sharp when it needs to be, weightless when it should be.
Design
The visual system comes straight from this concept. Dots become the core building block, used across layout, and brand assets. The logo blends these dots with a negative space needle, forming a clear letter N. It all ties back to the idea in a simple, memorable way.
