Employer branding
Employer branding Identity for Kernel’s HR program: “Internal Entrepreneurship” competency
Project timeline: Dec 2025
Kernel develops 8 internal corporate competencies among its employees — from systems thinking to customer orientation. Conceptually, each one is tied to a specific sport: a soft skill as something you have to train.
Previously, all directions were represented through photos of balls — it didn’t add up to a system, so the HR department decided to move to a unified visual code. I was assigned the first direction — “Internal Entrepreneurship,” represented by golf. The task: build a Bauhaus-style identity that scales to any medium without requiring additional designer input.
Logotype
The Bauhaus-style logo consists of three states that represent the employee’s journey within the competency:
The core — an employee with potential.
Established personal skills — what the employee brings with them: initiative and accountability.
Forming an entrepreneur’s mindset — entrepreneurial thinking takes shape, the person emerges as a leader of change inside the company.
Design System
Beyond the final “presentation,” the HR department received a working foundation that lets the brand live and grow in a consistent style.
The identity includes a typographic and color system, patterns, and a set of templates for presentations and email campaigns. From these base assets, the marketing team builds new materials on their own.
A sweatshirt, banner, exhibition stand, email — all built on the same elements as the logo. So every visual block reads as one unified brand.
The identity works for two audiences:
Externally — banners in Kernel’s partner zones recruit new employees into the talent pool program.
Internally — the stand at offline events, email campaigns, and merch reinforce entrepreneurial thinking within the existing team.
Credits
Design Team
Art Direction / Denys Shendryk
Concept Designer / Anna Moka
Client Team
Marketing Manager / Yulia Gulevych, Kernel