How 58 Recruitment Built a Unified Brand Experience with Design Standardization

In the post‑pandemic job market, 58 Recruitment needed a fast, intuitive way to convey a strong brand feeling across many online hiring activities such as "Magic Day", "Super Job Season", industry‑specific and position‑specific events.

Design is treated as a mindset: the brand‑centric operation starts with user insight, strategic goals, and brand scenarios.

User Insight

Analysis of user personas revealed that job seekers focus on positions like sales, customer service, delivery, and office clerks. Their concerns include salary, job content, development prospects, and for junior users, distance and stability. Users were grouped into the confused, the watching, and the determined.

Positioning Strategy & Goals

Business goals: increase connections, raise revenue, shorten the job‑search path, and meet real user needs. Strategy: attract younger users, showcase a comprehensive platform, and provide authentic information.

Design Objectives

Brand feeling: convey trustworthiness, relevance, and a consistent visual tone that reflects the brand’s personality.

Screen efficiency: standardize three header heights (500 px for daily operations) to ensure key information is always visible.

Design principle standardization: define brand temperament and unique design rules, create reusable templates, and reduce cost for design, product, development, and testing.

Delivery efficiency: increase list height, highlight benefits, and strengthen button aesthetics to help users quickly lock in positions.

The resulting brand philosophy is to showcase a positive attitude toward work and life.

Key Design Keywords

Positive energy, confidence, hope, warmth, youth, vitality, connection, diversity, speed, ease, liveliness, fun.

Three Pillars of Brand Memory

Symbol: create a unique visual cue that spreads quickly through word‑of‑mouth; 58’s new symbol derives from the logo to strengthen cross‑business brand cohesion.

Color: use orange‑red and blue as primary colors, applying a light‑diffuse style to evoke clarity, hope, warmth, and activity.

Scene: build contextual memories by combining titles, IP characters, imagery, and motion effects.

Design Assets and Components

Symbols are extended to various operational scenes, creating a library of brand‑specific graphics. A component library of workplace‑related items speeds up visual creation and ensures consistency.

Typography: the "Smile" typeface from the 58 UXD team reduces title design cost.

IP characters: 3D figures designed by the Faceteam provide a human touch that resonates with job seekers’ emotions.

Elements: job‑specific icons and props form a reusable component set.

Motion: interactive effects such as a gyroscope header increase engagement.

Template‑Based Workflow

Design focuses on refined hero images and simplified layouts. By modularizing content, a new campaign can be launched in ten minutes, cutting design time by 30% and reducing development and testing effort by 80%.

Conclusion

Designers often face tight deadlines; by applying the described steps, design teams can quickly and intuitively present a strong brand feeling, improve design efficiency, and maintain a consistent visual language across all recruitment scenarios.