Branding for HR Platform
YouRH is the new face of Umentor, a startup founded to help companies grow by unlocking the potential of their people.
With a new name, positioning, and a well-structured brand architecture, YouRH marks a new chapter for the only system in Brazil that seamlessly integrates people management and corporate learning through automation. It brings together over 300 courses, data, automations, and tech tools to support professional development and strengthen organizational culture.
Our goal with the project
Create a new name for Umentor that would make its role in the HR space clearer, without losing the familiarity the brand had built over its seven years of operation. In addition, we needed to develop a communication style that conveyed scale and professionalism, while still maintaining a vibrant, upbeat personality that stands out.
Resumo do desafio: Refine Umentor’s brand to better align with the HR sector, making its purpose more immediately clear. Ensure authenticity, brand recognition, and differentiation from competitors.
Insight and Estratégia
The key insight was realizing that for HR to take on a leading role, it needs more than just technology — it requires culture, support, and opportunities for continuous development. With that in mind, YouRH was designed to serve as a meeting point between people, teams, and knowledge, offering intuitive tools, gamification, and a seamless experience.
The project involved deeply understanding the pain points of the target audience — HR managers from mid-sized companies — and delivering solutions that simplify recruitment, onboarding, training, and performance tracking, bringing closer what once felt out of reach.
From this foundation, YouRH’s brand architecture was born, featuring the initiatives (You Recruit, You Communicate, You Perform, You Educate), along with the services (You Experience, You Learn, You Talk, and You Day).
Naming and Verbal Identity
The name YouRH clearly reflects the brand’s focus on people (“You”) and its expertise in the field of Human Resources (“RH”– “Recursos Humanos” in portuguese), verbally reinforcing the importance of human-centered thinking. The verbal identity brings this philosophy into everyday communication, using a lively, bold, and youthful tone, with occasional slang, memes, and humorous phrases.
The new name also inspired a custom vocabulary, such as YouPeople (employees), and we recommend avoiding complex jargon, always opting for a tone that’s light, inclusive, and approachable.
Visual Identity
The visual identity reinforces authenticity and diversity, favoring spontaneous, colorful, and inclusive imagery that highlights relaxed environments and a wide range of people –including individuals with tattoos or piercings, who are often excluded from traditional corporate communication.
Bold photography, dynamic graphic elements, and vibrant colors help YouRH express modernity, capture attention, and build connection with a young, forward-thinking audience.
Branding and Visual Identity: Motora
Strategic Direction: Luize Araújo
Strategy and writing: Luize Araújo, Isabele Souza
Art Direction: Luize Araújo
Designers: Luize Araújo, Maria Stéfanni Carvalho, Julia Sales, Júlia Chaves, Júlia Lago
