Industry
Tech, SaaS
Brand
incident.io
Employer Branding
Detailed process is available via private presentation.
The problem
While incident.io was rapidly scaling and serving tech giants like Netflix and Etsy, its employer brand, Behind the Flame, had become visually stagnant and strategically misaligned. The literal redundancy of the flame icon had diluted its impact, failing to capture the sophisticated, high-energy culture of the current team. To compete for elite engineering talent and maintain investor confidence, the company needed a sub-brand that felt as innovative and magnetic as its core product, moving away from visual clichés toward a more mature and transparent identity.
The solution
As Brand Director, I orchestrated the transition from Behind the Flame to The Flame Within, a strategic shift that centers on the internal passion and brilliance of the team. I developed a sophisticated visual language that balances elegance with technical detail, utilizing a Japanese-inspired layout and a refined serif/sans-serif typography pairing to elevate the brand's aesthetic authority. The rollout included a thumb-stopping LinkedIn strategy and a high-fidelity web series featuring living polaroid intros to humanize the high-growth culture. By consolidating these efforts into a centralized source-of-truth landing page, I established a cohesive ecosystem that not only raises the bar for candidate quality but also serves as a powerful transparency tool for potential investors, aligning the employer brand with incident.io’s premium market positioning.