BetterShift is a website that offers employee reviews and insights about companies in the hospitality industry, with the goal of helping job seekers make informed decisions. The brand strategy process was rooted in user insights to develop a name, mission statement, sound-bites, and competitive positioning. The visual identity feels approachable and trustworthy through its warm color palette and humanist typography. The BetterShift 'B' features speech bubbles, alluding to the brand's open exchange of dialogue.

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