ABOUT
Perzona is a SaaS brand from Mexico that crafts meticulous, beautiful, and effective HR, payroll, and credit solutions. Its goal is simple: to remove complexity while blending accuracy with elegance. By eliminating chaos and ensuring everything is done right from the start, Perzona sets new industry standards. Through the integration of HR, payroll, and innovative credit solutions, the company provides SMEs with well-crafted, insightful, and effective tools. The focus is always on creating the best user experience in the Mexican market—an experience that is not only user-friendly but intuitive, seamless, and fully integrated. Looking forward, Perzona aims to expand across LATAM, establishing itself as a benchmark in simplicity and efficiency.
STRATEGY
Through deep market research and analysis, we found that most competitors try to highlight “humanity” with crowded design systems full of elements and messages. Perzona chose the opposite path: simplifying complexity, eliminating chaos, and setting new standards. The brand idea was built around the concept “Es nuestro trabajo, organizar tu trabajo” (organizing people’s jobs). The system communicates the sense of turning disorder into order, creating workflows that are easy to handle. By removing bureaucracy and inefficiency, Perzona gives people something more valuable: time to be more human.
LOGO & TYPOGRAPHY
The Perzona symbol represents zones being organized into a clear, balanced form. At the same time, it shapes a subtle “P,” evoking tech intelligence and growth. Typography strengthens this vision by balancing distinctiveness with clarity. F37 Hibrid is a unique display typeface that combines slab serif and sans serif details, giving Perzona an innovative and tech-forward aesthetic. It works perfectly with the wordmark, connecting with the brand’s DNA of innovation. To complement it, PP Neue Montreal brings modernity and legibility, ensuring usability across digital products and communications, whether in short messages or extended content.
MOTION BEHAVIOR
The motion identity reflects Perzona’s role in the digital age, where people constantly deal with an overflow of information. Animations capture the challenge of disorder and transform it into order, showing how Perzona reorganizes complexity into intelligent, clear systems. Each motion piece becomes a visual metaphor for how the platform simplifies work step by step.
COLORS
Perzona’s core colors are white and gray, which reinforce clarity, simplicity, and neutrality. When combined with black, they gain strength, innovation, and modernity. The brand’s signature neon green acts as a bold accent, signaling innovation, energy, and a vibrant Latin character. This color positions Perzona as both locally relevant and globally distinctive, setting it apart in the HR tech landscape.
PATTERS & ICONOGRAPHY
Perzona is a tech-driven company built for people, and this principle comes through in the design of its patterns and iconography. Custom icons with rounded inner corners feel approachable and human while retaining precision and systematic order. The patterns extend this concept by visually expressing organization and flow, reminding us that Perzona is not just about technology but about improving all areas of business so that people can enjoy being human even more.
ILLUSTRATION & PHOTOGRAPHY
Illustration and photography are the brand’s key human connectors. Both are designed to feel relatable and approachable, portraying real people in work and life moments. The photography emphasizes relaxed environments, fewer papers and more digital tools, and confident, positive expressions. Illustrations complement this with a simple and straightforward style that communicates clarity and connection. Together, they build a visual narrative that feels direct, human, and optimistic, reinforcing Perzona’s promise of creating space for people to focus on what matters most.
CREDITS
Verbal IdentityAdolfo Juárez Cacho y RuizDesign, Motion & Market AnalysisFelipe SouzaPerzonaCesar Minero, Ruben GAgencyData Driven VenturesEitan Toker, Tess Michan, Sophie Gogishvili, JP Orduña
MARKET ANALYSIS
VISUAL IDENTITY
LOGO
MOTION
SAY HI →
SAY HI →
ABOUT
Perzona is a SaaS brand from Mexico that crafts meticulous, beautiful, and effective HR, payroll, and credit solutions. Its goal is simple: to remove complexity while blending accuracy with elegance. By eliminating chaos and ensuring everything is done right from the start, Perzona sets new industry standards. Through the integration of HR, payroll, and innovative credit solutions, the company provides SMEs with well-crafted, insightful, and effective tools. The focus is always on creating the best user experience in the Mexican market—an experience that is not only user-friendly but intuitive, seamless, and fully integrated. Looking forward, Perzona aims to expand across LATAM, establishing itself as a benchmark in simplicity and efficiency.
STRATEGY
Through deep market research and analysis, we found that most competitors try to highlight “humanity” with crowded design systems full of elements and messages. Perzona chose the opposite path: simplifying complexity, eliminating chaos, and setting new standards. The brand idea was built around the concept “Es nuestro trabajo, organizar tu trabajo” (organizing people’s jobs). The system communicates the sense of turning disorder into order, creating workflows that are easy to handle. By removing bureaucracy and inefficiency, Perzona gives people something more valuable: time to be more human.
LOGO & TYPOGRAPHY
The Perzona symbol represents zones being organized into a clear, balanced form. At the same time, it shapes a subtle “P,” evoking tech intelligence and growth. Typography strengthens this vision by balancing distinctiveness with clarity. F37 Hibrid is a unique display typeface that combines slab serif and sans serif details, giving Perzona an innovative and tech-forward aesthetic. It works perfectly with the wordmark, connecting with the brand’s DNA of innovation. To complement it, PP Neue Montreal brings modernity and legibility, ensuring usability across digital products and communications, whether in short messages or extended content.
MOTION BEHAVIOR
The motion identity reflects Perzona’s role in the digital age, where people constantly deal with an overflow of information. Animations capture the challenge of disorder and transform it into order, showing how Perzona reorganizes complexity into intelligent, clear systems. Each motion piece becomes a visual metaphor for how the platform simplifies work step by step.
COLORS
Perzona’s core colors are white and gray, which reinforce clarity, simplicity, and neutrality. When combined with black, they gain strength, innovation, and modernity. The brand’s signature neon green acts as a bold accent, signaling innovation, energy, and a vibrant Latin character. This color positions Perzona as both locally relevant and globally distinctive, setting it apart in the HR tech landscape.
PATTERS & ICONOGRAPHY
Perzona is a tech-driven company built for people, and this principle comes through in the design of its patterns and iconography. Custom icons with rounded inner corners feel approachable and human while retaining precision and systematic order. The patterns extend this concept by visually expressing organization and flow, reminding us that Perzona is not just about technology but about improving all areas of business so that people can enjoy being human even more.
ILLUSTRATION & PHOTOGRAPHY
Illustration and photography are the brand’s key human connectors. Both are designed to feel relatable and approachable, portraying real people in work and life moments. The photography emphasizes relaxed environments, fewer papers and more digital tools, and confident, positive expressions. Illustrations complement this with a simple and straightforward style that communicates clarity and connection. Together, they build a visual narrative that feels direct, human, and optimistic, reinforcing Perzona’s promise of creating space for people to focus on what matters most.
CREDITS
Verbal IdentityAdolfo Juárez Cacho y RuizDesign, Motion & Market AnalysisFelipe SouzaPerzonaCesar Minero, Ruben GAgencyData Driven VenturesEitan Toker, Tess Michan, Sophie Gogishvili, JP Orduña
DESIGN
DESIGN
by
by
FEL
FEL