By blending speed, precision, and emotional intelligence, Cohort helps scaling companies build high-performance teams capable of driving exponential growth.
They hired C42D to develop brand strategy, visual identity, and a website on a short timeline.
EXPLORATION
In exploring Cohort’s place in the landscape, we examined context, competitors, clients, and the company as a unified story. The context showed a world ready for change: AI has already redefined what’s possible, but recruiting remains inefficient and dehumanized. Competitors ranged from legacy firms such as Randstad and Robert Half to AI-forward platforms like Moonhub and Juicebox, yet few struck the right balance of scale and humanity. Cohort itself brought rare credibility. Founded by leaders who had scaled unicorns firsthand, the company understood both the technical demands and cultural dynamics of hypergrowth hiring. This combination revealed a clear positioning opportunity: Cohort as the AI hiring partner born of unicorns, blending speed, intelligence, and humanity.
STRATEGY
At the heart of Cohort’s strategy is the concept of Unicorn Talent: a brand designed to coach companies to their next level by delivering performance-ready talent.
The first pillar is Expertise: decades of building and scaling unicorns, supported by proprietary data and a refined assessment methodology. Unlike AI-only tools, Cohort pairs automation with a Talent Architect model, ensuring placements balance speed, accuracy, and culture fit.
The second is Emotion. Great teams thrive when people align on values, culture, and purpose. Cohort uses AI to strip away inefficiency while giving humans more time to add judgment where it matters most.
The third is Efficiency. Cohort delivers three hire-ready candidates per role within hours, reducing both time and cost compared to traditional recruiting.
VISUAL IDENTITY
The final creative solution centered on a dynamic logo and identity system built around a “sparkle” in the negative space.
Triangular shapes radiate outward, symbolizing movement, energy, and the transformative power of AI. This mark reflects LightSpun’s mission to revolutionize healthcare administration, combining speed, accuracy, and empathy into a brand that feels both innovative and trustworthy.
The broader visual system reinforces this idea through gradients that convey transformation, wirewave graphics that suggest seamless integration, and a palette of purples and yellows that balance mysticism with optimism.
RESULTS
The Cohort brand came to life through a modern website built on Webflow, chosen for its ability to move fast from design to deployment. As the company’s primary touchpoint with scale-up founders, the site had to communicate sophistication, speed, and credibility in one experience.
