Tangent | Adding the Human Element to Codility’s Tech-Powered Hiring

Tangent injected a distinct personality to the brand and gave it a completely new look & feel.

In a world where all businesses are digital businesses, recruiting and hiring top tech talent can be cut-throat. Doing that at scale presents an even bigger challenge.

Codility, a software platform that helps tech recruiters and hiring managers, makes the process more manageable and efficient. It assesses potential candidates by testing their coding skills online and push prospective hires along the hiring funnel.

Brand review

Their existing brand and website were no longer reflective of the company they have become.

Their online presence was undistinguishable from other scale-ups in their sector; their primary colour being ‘tech blue’, excessive use of ‘non-ownable’ graphics, and a lack of human element to their offer that differentiates them from the competition.

The “0” and “1” reference in their brand logo wasn’t as relevant as it perhaps was. And so, Tangent injected a distinct personality to the brand and gave it a completely new look & feel. There are a number of unique geometric brand forms that can be found within the new Codility logo. The utilisation of these brand forms as graphic devices is core to the new brand system. To create rhythm and harmony within the brand forms, they should ideally be underpinned by a grid, providing an underlying structure whilst also giving the flexibility to work across various mediums.


From brand to site

Scale-ups often find themselves having to rethink their proposition and who it speaks to when they reach a certain point in their journey. This is something that Codility recognised and wanted to see addressed on their website.

Tangent took a user-centered approach and spoke to a number of their existing customers to understand the value they get from using the platform. They also spoke to customers who are currently evaluating it as a platform they are considering using. This gave them clear insights as to the experience they needed to provide and messaging for user types ranging from HR managers to CTOs.



After reviewing how customers flowed on their existing site, Tangent put forward a new information architecture that provided more contextual information for users.

They produced a high-fidelity prototype and tested key journeys with users. This allowed them to refine the site as well as copy.

Tangent moved the prototype into UI design and provided animation styles for developers to work on Codility’s preferred CMS – WordPress.


Rachel Whitehead – VP Marketing at Codility said:

The Tangent team has been a true partner to us from the very beginning. They’ve challenged our thinking, proposed creative solutions to our challenges, and ultimately delivered a digital product that we’re truly proud of. Our new brand identity and website will help us better communicate the value we provide our clients and highlight our maturity in our Sector.

About Tangent

Tangent solves digital challenges and crafts memorable customer experiences through product design, tech & conversion rate optimisation.