Nova Recruiter
A B2B product inside a B2C brand
Nova Recruiter is an AI-native recruitment platform for agencies, startups and corporates. It sources talent from 800M+ profiles and can run the whole hiring flow, with a built-in ATS and CRM. It sits under Nova, a brand people knew for its professional community, not for B2B software.
ROLE
Sole Brand Designer
COLLABORATION
Co-founders & CEOs, Product, Tech, Marketing and Sales teams
TIMELINE
From October 2025 to April 2026
TOOLS / SOFTWARE
Claude Code + Wispr Flow + Visual Studio Code
Figma
Magnific
GitHub
Remotion
The problem
Sourcing is broken
Recruiters spend hours filtering profiles by hand, get few replies to their outreach, and jump between separate tools to source, contact and track candidates. After 6+ years running its own headhunting desk, Nova knew the pain firsthand and built Recruiter to fix it.
The approach
Same brand, different conversation
Recruiters don't buy features, they buy time back. I kept Recruiter inside Nova's identity and shaped a message around their daily pain: hours of manual search, silent inboxes and scattered tools.
A website built with AI, owned in code
I moved Nova off an external site builder and rebuilt its websites with Claude, giving the team full control of the code and saving thousands a year. Then I redesigned novarecruiter.ai to match the product and speak to its B2B audience.
I built the design system, brand voice and automated checks into the project, so anyone on the team can ship a new page that looks and sounds like Nova. Every change runs through around ten automated checks (design, SEO, links and speed), and key pages load within Google's "good" range even on a slow mobile connection. The team still edits the blog through a visual CMS. Even the product videos on the site are built from Recruiter's real components.
The shift
Show the hours, not the AI
Every tool claimed to be AI-powered. Instead of leading with the technology, we led with outcomes recruiters could feel: 20+ hours saved per search and 2.5x more replies.
The solution
A launch system built on the master brand
I designed the launch campaign within Nova's identity, with a sharper, data-led tone for a B2B audience. Launch visuals, social assets, web content and sales decks all carried the same message, so every team told one story.
From 7 weeks to a couple of days
The original launch video took 7 weeks and a full agency budget. Looking back, I had prepared the assets, written the scripts and given scene-by-scene feedback. The judgment was already mine; what we were paying for was production.
So I rebuilt it myself, by prompting Claude. I connected Claude to Figma to recreate every screen pixel-perfect in code, and used Remotion to turn it into video. I generated the voiceover and music in Magnific and synced the whole edit word by word to the voice, so changing a line moves the video with it. AI-generated profiles and fictional companies kept real user data out of the demo.
Impact
One brand, two audiences
Recruiter launched without splitting the brand, and Sales got materials it could reuse in every pitch.