What is Inzazu ?

Inzazu is a human resource software company that specializes in pre-employment screening, qualification, certification and background check compliance.

The name Inzazu is a native Hebrew word that means "Move Forward". Knowing that, everything in the user interface needs to facilitate momentum, including the branding.

Challenge

Inzazu is a platform with deep roots, but its interface felt like a relic of the early 2000s. When a product feels dated it stops feeling like a tool and start feeling like an obstacle. The challenge wasn't to just update the logo or color palette, it was to bridge the gap between the brands history and the modern users expectation for speed, trust and clairty.

The biggest hurdle of the original branding is the name itself. For a Western audience, Inzazu may be diffcult to pronounce and even harder to remember.

Solution

The spelling and pronounciation of Inzazu may be short lived in human, however a unique never before seen symbol that hints at it's name through a shape can provide clairity and rememberance.

• De-clutter the Typography: I moved toward a stripped back san-serif typeface. If the logo is not legible at a glance in a mobile notification, it is failing the user.
• The Symbol is a Vessel: This symbol isn't to just decorate the brand, but to visualize the concept of "Moving Forward". By moving the weight away from the text and into an iconic logomark, we give the user a memorable symbol that feels native to the modern, mobile first ecosystem.

This logo is comprised of three letters, a lowercase i, a backwards N, and a horizontal Z. This resembles a road or street map invoking movement and direction, while the letters recal it's name as an abreviation.

Conclusion

Redesigning Inzazu taught me that a brand is never just a logo or a color palette, it's the sum of every interaction a user has with the product and it's capability.

A reminder that even the most complex enterprise software benefits from a design philosophy that prioritizes the user. My goal is always to create systems that are not just visually refined, but that are logically sound and built to last.