Into the umbrella fold
During their job search users have many ways to get to the XING platform. A fair few of them ore via logged-out experiences that cater to their specific needs, such as writing a CV or doing research on the job application process.
Those funnel websites consist of a mixture of acquired smaller brands and websites. In order to evoke the trust afforded to the XING brand, those websites need to be brought under the visual brand umbrella to signify a clear brand affiliation, however without putting the XING logo at the forefront.
I’m using the “endorsed brand” approach to create consistency and build a bridge to the XING brand house.
